As the US sports betting market heats up to never-before-seen levels of activity, especially with the Super Bowl around the corner, Tipico has announced a new marketing initiative in the state of New Jersey.

Tennessee, Indiana and Colorado have seen extremely promising sports wagering figures of late, while Virginia and Michigan have seen a flurry of activity after their recent launches.

Budget deficits have prompted many state governments to legalise sports betting, or at least speed up any legalisation process that already existed, during the COVID-19 pandemic.

But it is still New Jersey, the Garden State, that leads the way in terms of online gaming and sports betting, having been one of the first states to launch following the overturning of PASPA in 2018.

Tipico, a German sports betting company that recently expanded to the US, has ramped up its New Jersey marketing with a 100% deposit match up to $750 – a particularly notable sum – also debuting its content partnership with digital publisher FTN: Fade The Noise.

Brands such as theScore have also previously gone big with promotions, offering customers a $5 free bet for every week of the NFL regular season during an early-season offer, with the market thriving with plenty of other examples.

Adrian Vella, MD, US business, Tipico, said: "After a successful soft launch of our mobile app this fall, we are now excited to deliver the most attractive welcome offer on the market to New Jersey sports bettors."

Meanwhile, Keith Gormley, Tipico head of US marketing, added: "FTN has a deep roster of big-name talent and their decades of expertise with sports betting and daily fantasy audiences make them a truly unique and valuable partner to Tipico as we expand our reach into new regulated states.

"This collaboration will allow Tipico to clearly differentiate our educational, data and intelligence content in the US market, positioning our brand well with the content sports betting audiences crave."