• by Ray Schultz , June 30, 2024

USA Today advertisers will gain access to 20,000+ athletes and influencers thanks to a partnership announced last week between Gannett and influencer platform OpenSponsorship. 

In addition, influencers will receive promotional opportunities in Gannett outlets. And OpenSponsorship users may be targeted for events and other marketing initiatives. 

“Working with Gannett will bring new opportunities to our network and in turn offer Gannett advertisers a turn-key solution to influencer marketing,” says Ishveen Jolly, CEO of OpenSponsorship.

Kristin Roberts, chief content officer for Gannett, said the firm was “doubling down on highly successful verticals, such as sports,” during a recent earnings call, according to Sportico. 

Case in point: In May, Gannett and the USA Today Network signed on as media content partners of Confederation of North, Central America and Caribbean Association Football (Concacaf), the international soccer group for North and Central America, and the Caribbean.

And in February, Gannett  reached a multiyear agreement to become the official content partner of the Big Ten Conference. 

“While we have always offered brands engaging opportunities across our portfolios, we’re excited to offer this level of creator-led branded content to our advertisers,” says Nate Scott, VP of sports revenue strategy at Gannett.  

Gannett owns more than 200 publications.