Gannett Co Inc., owner of one of the most iconic names in the American Sports industry, USA Today, has officially brought on a legal, regulated sports betting provider, licensed in the US. Tipico, the sixth-largest sportsbook in the world will take over the delivery of sports betting odds, stats and sports betting content from offshore book Bovada starting almost immediately.
The trend of media company/sports betting provider partnerships have grown in the three years since the US Supreme Court reversed its blanket ban of sports betting. The inclusion of USA Today in the legal sports betting realm is just another example of just how far the legal sports betting company has come and how mainstreamed wagering has become.
“We are thrilled to gain exclusive access to Gannet’s portfolio of iconic brands and premium digital properties,” said Adrian Vella, Tipico U.S. Chief Executive Officer. “Integrating their leading media properties with Tipico Sportsbook 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.”
Tipico becomes the exclusive sports betting and iGaming provider for Gannett, meaning that the sportsbooks’ odds, props, free to play games and betting trends will be integrated across the immense USA TODAY NETWORK.
The deal will last for five years and will ensure Gannett $90 million in media buys by Tipico over the span of the agreement. Gannett also gets 4,990 common shares in Tipico’s US business and a referral fee for any bettors they translate from their media platform to Tipico’s sportsbook.
Tipico will co-brand all NFL Wire Team sites and For The Win, including a re-launch of the Bets subsection to “Bet For The Win, powered by Tipico Sportsbook”. There will also be co-branded digital odds pages throughout the USA TODAY NETWORK, in print and digital.
Landing a Big Fish
Gannett represents a pretty big fish for Tipico to land. USA Today is one of the most iconic and most respected sports names in the country and has a broad reach not only nationally but regionally as well. USA Today and Gannett’s entities will take Tipico’s brand across the country. Gannett’s brands, other than USA Today include, Golfweek, MMA Junkie, The Indy Star, Detroit Free Press among their 450 or so sites.
Gannett gives Tipico invaluable exposure in a market they don’t have much of a presence in. The sportsbook is live in just New Jersey with a couple of other imminent launches including Colorado.
“This historic agreement with Gannett, one of the most trusted names in global news, media and sports, will immediately bring additional credibility and trust to Tipico Sportsbook’s U.S. operations,” said Stephen Krombolz, Tipico Vice President of U.S. Business Development and Strategy. “These assets will serve as a key component of our North American marketing strategy, driving awareness of the Tipico brand and our products among Gannett’s millions of readers, viewers and listeners – ultimately delivering fantastic acquisition and retention opportunities as we prepare to scale rapidly in the U.S.”
Good Deal for Gannett Too
Gannett needed a US based sportsbook to start providing them odds and betting content. Their use of an offshore book was only unnecessary but not the greatest look for Gannett and USA Today. Tipico brings with them a ton of global experience as well as some credibility within the broader sports betting scene.
Top-tier sports betting content will now appear on Gannett’s 250 daily local sites including The Indy Star and Detroit Free Press, and its USA TODAY Sports Media Group, including in-depth USA TODAY Sports.
“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,” said Michael Reed, Gannett chairman and chief executive officer. “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.”
Both Gannett and Tipico are better off for their partnership deal. Expect to hear from both companies as each look to expand their exposure with the ever-growing US legal sports betting industry. It should all be consummated sometime in August, ahead of the NFL betting season.