Australian betting operator TopBetta Holdings continues to expand its reach, striking a deal with Fairfax Media to promote its fantasy sports and racing tournaments.

Under the deal, Fairfax will promote TopBetta’s tournaments across over 140 websites through its Australian Media Community with 3.4 million readers.

Topbetta aims to offer weekly and daily fantasy sports, setting itself apart from the traditional season-long competitions such the Herald Sun’s SuperCoach.

“There is no point in doing another SuperCoach,” TopBetta chief executive Todd Buckingham told the Sydney Morning Herald. “This is a way of competing against that market. People haven’t got the time to do a competition for the whole season these days.”