• by Ray Schultz , February 8, 2023

Gannett Co. Inc. has formed a strategic partnership with Gambling.com Group Limited that will deliver sports and gambling-related content through the USA Today Network.

The publisher expects the multiyear arrangement to monetize its sports traffic, according to Michael Reed, Gannett chairman and chief executive officer. 

The arrangement will provide Gannett with  “a market-leading, sports-betting authority deliver in-depth reviews, breaking news, and expert insights,” Reed states. 

Reed continues, “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.”

The agreement integrates Gambling.com Group’s data science platform and sports betting content across the USA Today Network, including USA Today and over 200 publications in local markets where states where sports betting has been launched, including AZCentral.com, the Tennessean.com and Freep.com. 

Also, content will be distributed across USA Today Sports and Gannett’s Sports Media Group (SMG) properties, which includes the Sports Wire suite of fan sites in more than 20 legal sports betting markets.

“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.