The new FanDuel Group plans to use its horseracing media assets to educate Americans on the whole legal sports betting thing.

On Friday, Bloomberg reported that the FanDuel Group – the newly merged entity of daily fantasy sports operator FanDuel and the US-facing operations of UK-listed gambling operator Paddy Power Betfair – plan to use Betfair’s TVG broadcasting platform to air sports betting content in newly regulated US state markets.

FanDuel CEO Matt King told Bloomberg that the company would be “investing heavily in content” to air on the TVG and TVG2 cable networks, as well as TVG’s digital channels. However, King said the content wouldn’t be dominated by references to the FanDuel brand to ensure that “it’s not viewed as an infomercial for FanDuel.”

It remains to be seen how TVG’s horsey set react to the sudden influx of non-racing content invading their clubby little broadcasting niche. It’s equally unclear whether sports bettors who aren’t into racing will gravitate towards TVG to check out the isolated pockets of content they’d find interesting.