The newspaper with the fifth-largest print circulation in America is betting its readers will appreciate its latest move.
Gannett Co., Inc. announced a multi-year partnership with BetMGM, a top sports betting and online gaming company. BetMGM will be the main online sportsbook and casino partner for USA TODAY Sports. The partnership will provide reliable sports betting information to over 44 million sports fans who follow Gannett.
“We are thrilled to announce a re-imagined partnership with BetMGM, a trusted operator in the sports betting landscape. As a best-in-class partner, our goal is to deliver their trusted sports betting information to our audience of more than 44 million sports fans – especially now that football season has kicked off,” said Michael Reed, Gannett Chairman and Chief Executive Officer, in a statement about the partnership. “We believe BetMGM complements our existing portfolio of partners and will enable us to drive further audience growth and engagement. We anticipate this collaboration will immediately lead to an increase in the overall monetization of our content platform,” he said.
The USA TODAY Network covers over 200 local markets in 43 states and includes more than 300 digital news and media brands.
Sports Betting Odds Will Now Be Seen in Content
BetMGM will include its sports betting odds and information in stories and content, covering betting odds, moneylines, spreads, and over/unders for games. They will also feature a “Bet Now” option. BetMGM Sportsbook and Casino will be listed as partners in the footers of all USA TODAY Network websites.
BetMGM CEO Adam Greenblatt expressed pride in partnering with Gannett and the USA TODAY Network, highlighting their extensive local and national reach. He said this partnership allows BetMGM to connect with a large audience by seamlessly integrating betting odds and insights into Gannett’s content. This collaboration aims to keep fans informed and engaged with their favorite teams and games, especially during the football season and beyond.
Partnerships Like This One Becoming More Common
The merger of USA Today with BetMGM isn’t unique. For example, in August 2022, the Chicago Tribune partnered with Action Network. Through this partnership, Action Network provides Chicago Tribune readers with informative resources and sports betting promotions to help them follow sports betting.
Experts and handicappers offer researched analysis and data-driven picks for the Tribune’s sports betting content. Readers can also access Action Network’s educational content and get unbiased sportsbook rankings and reviews.
It’s a Sign of the Times
As online news media has grown and ad revenue has shrunk, newspapers have had to find new ways to make money. For major newspapers, partnerships like these are a win-win. The newspapers get timely sports betting coverage that can attract new readers and earn referral fees. Newspapers need to leverage their valuable assets, such as their infrastructure, readership base, brand name, and search engine optimization notoriety.
We’ll continue to track the partnership to see if the strategy works.
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