Five-year deal signed with Gannett

The US arm of Tipico, Germany’s premier online and offline sportsbook, Tipico USA Technology, has inked a $90m, five-year sports betting deal with USA Today’s parent company, Gannett Co.

Gannett shared news of Tipico becoming its exclusive sports betting and iGaming provider via Twitter:

Tipico will provide new sports wagering content for the eyes of the USA Today network’s fan base of over 46 million people. The German firm will avail the network and over 200 affiliated properties — including MMA Junkie, Golfweek, and For The Win — with its “odds, props, free-to-play games and betting trends.”

In addition, Tipico will co-brand all National Football League (NFL) franchise websites on USA Today’s Touchdown Wire property. It will also relaunch For The Win’s wagers subsection “Bet For The Win, powered by Tipico Sportsbook.”

Fans across the USA Today network will also be enjoying Tipico’s odds pages in both digital and traditional media.

All about fan engagement

In a USA Today report on July 27, Gannett chairman and CEO Michael Reed pinpointed fan engagement as one of the key areas Tipico will tap into. Reed said his organization’s 46 million-strong fans “crave analysis, betting insights, odds and unique features.”

an opportunity to get “even more invested in the games and sports they care about”

Reed highlighted Tipico’s “incredible expertise” across “next generation product capabilities” and via its extensive operations across Europe, saying the mix will give Gannett’s sports fans and local users an opportunity to get “even more invested in the games and sports they care about.”

Gannett expects Tipico-branded sports wagering content to launch in August, just ahead of the September start of the new NFL season.

US milestone for Tipico

Tipico’s US CEO Adrian Vella said the integration of Gannett’s leading media properties with Tipico Sportsbook represents an “important moment” in his firm’s US expansion.

Tipico took to Twitter to announce its Gannett breakthrough, using a tagline now familiar with US sports betting fans — Let’s Make This Interesting.

Vella signed off with US basketball jargon after talking up the technology-rich mix of attributes the new alliance will bring to the table.

“Gannett’s best-in-class editorial operations and massive local footprint, partnered with Tipico’s game-changing technology, including end-to-end proprietary sports betting and iGaming products,” Vella said, “will offer U.S. fans a slam dunk combination.”