Tipico announced Tuesday a wide-ranging content deal with USA Today, as the German sportsbook looks to ramp up its US footprint.
Under the agreement, Tipico will pay $90 million over five years to be the exclusive US sports betting and iGaming provider for USA Today parent company Gannett. The media giant made no secret of its intent to enter the sports betting space in a March interview with LSR.
The sportsbook will also pay additional fees for new customer signups.
What does the deal include?
Tipico will integrate its odds, free-to-play games, and betting trends across the USA Today portfolio.
That network spans more than 450 sites including:
- For The Win
- Golfweek
- MMA Junkie
- The Indy Star
- Detroit Free Press
The operator will also co-brand Gannett’s NFL Wire Team sites and For The Win.
For The Win’s betting subsection section will relaunch as as “Bet For The Win, powered by Tipico Sportsbook.”
What Tipico said
The German-headquartered firm said the integration would help accelerate its US expansion. The operator is currently live in New Jersey and aims to launch in Colorado by the fall.
It is majority-owned by private equity firm CVC Capital Partners.
“We are thrilled to gain exclusive access to Gannett’s portfolio of iconic brands and premium digital properties,” said Adrian Vella, CEO of the US business.
What’s in it for Gannett?
Gannett said it had an audience of 46 million sports fans who “craved analysis and betting insight”.
Gannett chairman Michael Reed said:
“Tipico adds incredible expertise from their European operations and next generation product capabilities. This offers our sports enthusiasts and local consumers a way to become even more invested in the games and sports they care about.”
Gannett can also acquire up to 4,990 common shares in Tipico US, representing a minority interest.
What is the timeline for Tipico integration?
Product integrations will begin in August ahead of NFL betting.
Customers in NJ and CO will be directed to the Tipico Sportsbook. Meanwhile, readers in other states will see odds, content and free-to-play games.
The deal follows a number of alliances between US sportsbooks and sports media outlets. In recent months, 888 partnered with Sports Illustrated and BetMGM with The Athletic.
