Tipico signs $100 million deal with largest US newspaper chain

Tipico Group, via its US subsidiary Tipico USA Technology, has announced a new deal with the largest newspaper chain in the United States, Gannett.

Under the deal, the newspaper chain will use the Tipico Sportsbook brand in an alliance to leverage the “power and breadth” of its USA Today network, which comprises more than 250 daily local sites, including sports-orientated ones.

The five-year deal, worth $100 million (€84.78 million), positions Tipico as the exclusive sports betting and iGaming provider for Gannett and will see the integration of odds, props, free to play games and betting trends across its network.

Specifically, Gannett will embed either a button or an icon for Tipico in its sports content and receive a referral fee for driving first-time bettors to its platform.

Additionally, the betting company will be spending $90 million (€76.3 million) on advertising and sponsored content with the media company, including videos, columns, blog posts and events.

Subject to the fulfilling of certain conditions, Gannett will also have the right to acquire up to 4,990 common shares in Tipico’s US business.

Adrian Vella, Tipico CEO said: “We are thrilled to gain exclusive access to Gannet’s portfolio of iconic brands and premium digital properties. 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”.

Michael Reed, Gannett chairperson and CEO explained: “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”.

The deal comes as something of an arms race has been sparked by the liberalisation of betting laws in the US.

iGaming operators from across the world are rushing to capture vital early customers in the country, and a number of Tipico’s competitors have put pen to paper on similar deals.

In May, the Associated Press signed a deal with FanDuel, through which FanDuel will pay the AP to include its sports odds in its coverage, and other prominent media companies such as ESPN and CBS have also partnered with sports odds providers.

Fox Corp has taken this one step further, launching the FOX Bet platform, through a partnership with sports betting operator The Stars Group.