Gannett, the country’s largest newspaper publisher, has entered an exclusive partnership with European sports betting operator Tipico.
The five-year, $90 million deal permits Tipico’s U.S. operations to be the sole provider of sports betting odds, analysis, and content to Gannett’s media portfolio, which includes USA Today. Gannett publishes newspapers and operates over 200 local news sites in 46 states, including New Jersey.
Tipico Sportsbook is live in NJ via a land-based partnership with Ocean Casino Resort.
According to a news release, Tipico is expected to be live in Colorado this fall.
Stephen Krombolz, Tipico vice president of U.S. business development and strategy, said “this historic agreement with Gannett, one of the most trusted names in global news, media, and sports.”
He adds “it will immediately bring additional credibility and trust to Tipico Sportsbook’s U.S. operations.”
Gannett, Tipico sports betting content to kickoff by NFL season
Product integrations are expected to begin in August to complement the start of the NFL betting season. USA Today Sports Media Group audiences across digital platforms will experience new integrations powered by Tipico Sportsbook’s betting odds on digital sites.
In New Jersey and Colorado, Gannett readers will “experience a seamless integration to Tipico’s Sportsbook,” according to a news release.
Michael Reed, Gannett chairman and CEO, said “our highly engaged audience of more than 46 million sports fans crave analysis, betting insights, odds, and unique features which we will provide with our Tipico alliance.”
“Tipico adds incredible expertise from their European operations and next-generation product capabilities, which offer our sports enthusiasts and local consumers a way to become even more invested in the games and sports they care about,” said Reed.
More details on the Gannett, Tipico deal
The other USA TODAY Sports Media Group sites will offer sports betting odds and content. Additionally, those sites will feature iGaming, free-to-play games, and sweepstakes.
USA Today readers and many local print newspapers within the USA Today network will find Tipico betting odds within the sports section.
Adrian Vella, Tipico U.S. CEO, views the integration “marks an important moment as we begin our acceleration in the U.S.”
“Gannett’s best-in-class editorial operations and massive local footprint, partnered with Tipico’s game-changing technology, including end-to-end proprietary sports betting and iGaming products, will offer U.S. fans a slam dunk combination,” said Vella.
Media companies, sports betting operators joining forces
As more states legalize sports betting, media companies continue finding ways to diversify their revenue.
In May, the Associated Press and FanDuel inked a deal. According to reports, FanDuel pays the AP to include its sports odds in coverage.
Likewise, both CBS Sports and ESPN have also partnered with sports betting operators.
Fox Corp launched FOX Bet sports betting in 2019 through a partnership with The Stars Group.
And of course, there are a couple more recent examples of sports betting operators announcing rebranding plans using established magazine names.
888 Sportsbook will be taking on the Sports Illustrated name.
Then there is Sportsbetting.com, eventually entering the NJ sports betting market under the MaximBet name.
In Tipico’s case, the name isn’t changing. However, thanks to the Gannett deal, a lot more eyes will see Tipico odds come this NFL season.
How this partnership helps the company grow as a U.S. sports betting brand is to be determined.