German operator Tipico has enhanced its foothold in the expanding American sports betting market via a ‘strategic alliance’ between its US subsidiary and digitally-focused mass media company Gannett.
As a result of five-year agreement, Tipico will become the official sports betting and igaming provider for the subscription-based media provider, incorporating its odds, props, free-to-play games and betting trends across the latter’s USA Today Network.
Furthermore, the operator will be able to leverage the audience base of the USA Today Sports Media Group and USA Today Network, including the widely viewed MMA Junkie, Golfweek and For The Win sports sites as well as over 250 daily local outlets.
With regards to marketing and sponsorship, Tipico will co-brand the NFL Wire Team sites and the aforementioned For the Win. This will include Tipico Sportsbook’s sponsorship of the relaunch of the ‘Bet For The Win’ betting subsection and the provision of co-branded digital odds pages throughout the USA Today Network in both print and digital formats.
Lastly, the partners will cooperate on the integration of ‘year-round custom content’ across the USA Today Network starting with the upcoming National Football League (NFL) season, featuring video series, column, blog posts, newsletters, contests, social media and events.
“We are thrilled to gain exclusive access to Gannet’s portfolio of iconic brands and premium digital properties,” said Adrian Vella, Tipico US Chief Executive Officer.
“Integrating their leading media properties with Tipico Sportsbook marks an important moment as we begin our acceleration in the US 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 US fans a slam dunk combination.”
Product integrations will begin in August to coincide with the start of the National Football League (NFL) season across print and digital verticals, with Tipico Sportsbook odds appearing in the USA Today Network sports section and USA Today Sports Media Group audiences gaining access to online odds.
Meanwhile, the agreement includes £90 million in Tipico media spending with performance incentives payable to Gannett for customer referrals, whilst the latter will have the right to acquire up to 4,990 common shares in the German firm’s US-facing businesses – a minority interest – subject to certain conditions and laws.
“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,” remarked 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.”