Gannett – publisher of USA Today – and Tipico USA Technology, a Tipico subsidiary, have signed a strategic sports betting agreement.
As part of the deal, Tipico will become the exclusive sports betting and iGaming provider for Gannet, which will see its odds, props and free-to-play games integrated into the USA Today network.
The five-year agreement also includes $90m in media spend from Tipico, with performance incentives payable to Gannet for customer referrals.
Subject to certain conditions over the five years, Gannet will have the right to acquire 4,990 common shares in Tipico’s US business, which will represent a minority interest.
Product integrations are expected in August to complement the start of the NFL season; USA Today audiences are set to experience new integrations powered by Tipico Sportsbook’s betting odds on digital sites.
Michael Reed, Gannett Chairman and CEO, said: “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.”
Stephen Krombolz, Tipico VP of US Business Development and Strategy, added: “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.
“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.”