Mass media holding company Gannett Co Inc has inked a five-year, exclusive partnership with Tipico USA Technology Inc – the US subsidiary of European based sports betting provider the Tipico Group of Companies.
As part of the tie-up, Gannett will utilise the Tipico Sportsbook brand in an alliance that sets out to leverage the ‘power and breadth’ of the USA TODAY NETWORK.
The network currently comprises more than 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 coverage across the country with over 200 additional sports sites.
The agreement effectively positions Tipico as the exclusive sports betting and igaming provider for Gannett, with integration of odds, props, free to play games and betting trends across the USA TODAY NETWORK.
It also includes $90 million in media spend by Tipico together with performance incentives payable to Gannett for customer referrals.
Subject to certain conditions being met over the term of the agreement, Gannett will have the right to acquire up to 4,990 common shares in Tipico’s US business, representing a minority interest. The exercise of such right will be subject to applicable laws including applicable gaming regulations.
In turn, Gannett will provide Tipico with exclusive access to premium marketing assets at a pre-negotiated value based upon the expected aggregate sum of the cash consideration, performance incentives, and right to acquire common shares.
These assets will focus on integrating year-round custom content across the USA TODAY NETWORK, including video series, columns, blog posts, newsletters, contests, social media and events, beginning with the 2021 National Football League (NFL) season.
Additionally, 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’ and providing co-branded digital odds pages throughout the USA TODAY NETWORK, both in print and digital.
Adrian Vella, Tipico US CEO, stated: “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 Chairman 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.”
Gannett is uniquely positioned to reach sports enthusiasts through its footprint in over 250 communities across the US, and with more than 500 respected sports journalists covering both professional and college sports and writing for dedicated NFL, National Basketball Association (NBA), and college football fan sites such as HoopsHype, Broncos Wire, Rockets Wire and Buckeyes Wire.
“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 US operations,” said Stephen Krombolz, Tipico Vice President of US Business Development and Strategy.
He added: “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 US.”
Product integrations are expected to begin in August to complement the start of the NFL season. USA TODAY Sports Media Group audiences across digital platforms will experience new integrations powered by Tipico Sportsbook’s betting odds on digital sites.
For residents in Colorado and New Jersey, where Tipico operations will be live this fall, readers will experience a seamless integration to Tipico’s Sportsbook. Visitors to any other USA TODAY Sports Media Group sites will find a listing of sports betting odds and sports betting content, as well as igaming, free to play games and sweepstakes.
Moreover, readers of USA TODAY and many local print newspapers within the USA TODAY NETWORK will find Tipico betting odds within the sports section.