Gambling.com Group lands media partnership with The Independent
Affiliate moves to bolster UK presence after penning deal with online-only publisher
Gambling.com Group has penned a media partnership with The Independent to expand its presence in the UK.
Under the remit of the agreement, the affiliate will provide sports betting and online casino content to the online-only newspaper’s 20.8 million monthly unique users.
The content will be housed on a dedicated section on The Independent’s site.
Additionally, The Independent will also gain access to Gambling.com Group’s data science platform.
The partnership, which marks Gambling.com Group’s first media linkup outside the US, follows major deals with The McClatchy Company and Gannett.
The McClatchy Company runs more than 30 local news platforms throughout the US while Gannett is the publisher behind USA Today.
Gambling.com Group noted that bolstering its presence in the UK would serve as an additional growth driver of one of its “largest and most important markets”.
According to the affiliate’s Q1 2023 report, revenue from the UK and Ireland hit $8.6m in the first three months of the year. This marked a fifth consecutive month of record revenue in the region.
Charles Gillespie, Gambling.com Group CEO, said, “Gambling.com Group’s sophisticated publishing and monetisation systems combined with leading media brands like The Independent is a proven recipe for success, as evidenced by our existing media partnerships.
“Record numbers of players are visiting our UK websites to find the best online bookmakers and casinos. We look forward to collaborating with and driving new revenue for The Independent by demonstrating the benefits of a best-in-class media alliance.”
Christian Broughton, The Independent managing director, said: “We are excited to deliver Gambling.com Group’s authoritative offerings to our highly engaged audience to allow them to make smart, informed decisions.
“Being chosen as their first non-US partner demonstrates The Independent’s scale, robust model and global brand presence,” he added.
The partnership between the pair follows The Guardian’s recent decision to ban gambling advertising on its site, with the exception of lotteries.