As legal sports betting spread across the country, media companies with deep local or national platforms have considered how to best position themselves to capitalize on the billion-dollar industry. Some attached their names to sportsbooks, others signed exclusive advertising deals with specific operators.
Performance marketing company Gambling.com Group has offered a different path. In the last few years, it has signed deals with Gannett and McClatchy, two of the country’s biggest newspaper owners, to take over much of their digital sports betting coverage. Gambling.com creates content designed to draw bettors to sportsbooks, which pay for each successful referral. The newspaper owner and Gambling.com share in the revenue from those referrals.
