Gannett Co., Inc., owner of the USA TODAY brand, announced a multi-year “strategic partnership” with an online gambling affiliate. Under the agreement, Gambling.com Group will provide content to Gannett.
The terms of the deal were not disclosed. Sports betting is currently legal in more than 30 states, with more than $190 billion bet across the country since the U.S. Supreme Court overturned the federal prohibition in mid-2018.
“Partnering with Gambling.com Group enables Gannett to have a market-leading, sports-betting authority deliver in-depth reviews, breaking news, and expert insights. Our highly engaged audience of more than 47 million sports fans crave analysis and betting insights to make smart decisions and find the best sportsbooks and online casino sites,” said Michael Reed, Gannett Chairman and Chief Executive Officer.
“We expect this partnership to be immediately accretive to our EBITDA and free cash flow by monetizing our sports traffic. The deal is progressively more valuable as regulated online gambling is launched in more states.”
The agreement integrates Gambling.com content across the USA TODAY Network, including USA TODAY and over 200 publications in local markets, such as AZCentral.com, Tennessean.com, and Freep.com in states where sports betting has been launched.
“Gannett’s authoritative digital presence across the U.S. makes them an ideal media partner for us to drive revenue and cash flow growth in our number one target market,” said Charles Gillespie, Chief Executive Officer of Gambling.com Group.
“Media partnerships are a proven way for both Gambling.com Group and our media partners to create significant, new revenue from online gambling player acquisition. We look forward to executing on our partnership with Gannett to demonstrate the benefits a best-in-class media alliance can deliver for all parties, including Gannett, Gambling.com Group, our online gambling operator clients and most importantly – the growing number of online gamblers in the U.S.”