Gannett Co., Inc., owner of United States of America TODAY brand, has announced a multi-year “strategic partnership” with an online gambling affiliate. Under the agreement, the Gambling.com Group will provide content to Gannett.
Terms of the deal were not disclosed. Sports betting is currently legal in more than 30 states, with more than $190 billion wagered across the country since the US Supreme Court overturned the federal ban in mid-2018.
“Partnering with Gambling.com Group allows Gannett to be a leading authority on the sports betting market providing in-depth reviews, breaking news and expert insights. Our highly engaged audience of more than 47 million sports fans crave betting analytics and insights to make smart decisions and find the best online sports betting and casino sites,” said Michael Reed, Gannett chairman and chief executive officer.
“We expect this partnership to be immediately accretive to ours EBITDA and free cash flow by monetizing our sports traffic. The deal is progressively more valuable as regulated online gambling rolls out in more states.”
The agreement integrates Gambling.com content throughout the United States of America TODAY Network, including United States of America TODAY and over 200 publications in local markets, such as AZCentral.com, Tennessean.com and Freep.com in states where sports betting has launched.
“Gannett’s influential digital presence in the United States 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 acquiring online gambling players. We look forward to building on our partnership with Gannett to demonstrate the benefits a world-class media alliance can deliver to all parties, including Gannett, Gambling.com Group, our gaming operator clients online gambling and, more importantly, the growing number of online gambling customers in the United States”