Tipico engineers exclusive USA TODAY media partnership
German operator’s US subsidiary to become exclusive sports betting and igaming partner across more than 450 websites in five-year deal
Tipico has agreed a strategic alliance with USA TODAY publisher Gannett to become the exclusive sports betting and igaming partner to the US news outlet for the next five years.
Under the terms of the deal, Tipico will integrate odds, props, free-to-play games, and betting trends across the USA TODAY network, including video series, columns, blog posts, newsletters, contests, social media, and events, starting with the 2021 NFL season.
The combination allows Gannett to acquire 4,990 common shares in Tipico’s US business subject to certain conditions being met over the five-year agreement, representing a minority interest in the firm.
It also provides for $90m in media spend by Tipico, together with performance incentives payable to Gannett for customer referrals.
In return, Gannett will provide Tipico with exclusive access to 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.
In addition, the deal includes the co-branding of existing Gannett assets NFL Wire Team and For The Win.
This co-branding will comprise a relaunch of the Bets subsection to “Bet For The Win, powered by Tipico Sportsbook” and the provision of co-branded digital odds pages throughout the USA TODAY network both in print and digital.
Tipico US CEO Adrian Vella said he was “thrilled” to gain exclusive access to the USA TODAY network.
“Integrating their leading media properties with Tipico Sportsbook marks an important moment as we begin our acceleration in the US with Gannett’s best-in-class editorial operations and massive local footprint,” Vella explained.
“This, 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,” he added.
The USA TODAY network includes more than 250 local sites including The Indy Star and Detroit Free Press. The deal also includes assets belonging to the USA TODAY Sports Media Group, which operates 200 sports sites, including For The Win, Golfweek, and MMA Junkie.
The network, which reaches more than 46 million US sports fans, will begin product integrations in August ahead of the start of the NFL season.
Residents in New Jersey and Colorado, two states where Tipico is planning to launch later this year, will be able to access Tipico’s sportsbook through USA TODAY affiliate websites.
Visitors to any other USA TODAY Sports Media Group sites will be able to access listings of sports betting odds and sports betting content, as well as igaming, free-to-play games, and sweepstakes.
In addition, readers of USA TODAY and local print newspapers within the publisher’s network will be able to view Tipico betting odds within the sports section.
Discussing the strategic alliance, Gannett chairman and CEO Michael Reed cited the potential benefits for existing sports fans in utilizing the USA TODAY network.
“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,” Reed added.
This deal is the latest in a trend towards media partnerships between US sports betting operators and publishers, which has already seen FanDuel and 888 partner with the Associated Press and Sports Illustrated respectively.