Affiliate business Gambling.com Group has entered into a multi-year strategic partnership with US media group Gannett Co.
Under the agreement, Gambling.com Group will provide content for sports fans while leveraging Gannett’s reach across the US through the USA Today network.
Gambling.com Group will integrate its proprietary data science platform and sports betting content on USA Today and more than 200 authoritative publications in local markets where sports betting has been legalized.
In addition, the deal will cover content distribution across the USA Today Sports and Sports Media Group (SMP) properties, including the Sports Wire suite of fan sites in more than 20 legal sports betting markets.
“Gannett’s authoritative digital presence across the US makes them an ideal media partner for us to drive revenue and cash flow growth in our number one target market,” Gambling.com Group chief executive Charles Gillespie said.
“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 US.”
Gannett chairman and chief executive Michael Reed added: “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.
“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.”