Deal aims to increase profitability for aging newspaper giant.
Industry marketing maven Gambling.com Group have signed a strategic betting partnership with McClatchy, one of the country’s largest newspaper conglomerates.
The agreement will see McClatchy gain access to Gambling.com’s data science platform and its sports betting content team, all with an end to monetizing online sports betting traffic.
McClatchy is one of the most storied brands in the history of American newspapers. Active in 29 markets and 14 states across the country, and with 65 million unique visitors, it can count among its titles the Miami Herald, the Fort Worth Star-Telegram, the Kansas City Star, the Charlotte Observer and the Sacramento Bee.
But the media conglomerate has recently fallen on hard times. In 2020, it was forced to declare bankruptcy and was purchased by a hedge fund, Chatham Asset Management, for $312m.
This new sports betting deal – with an emphasis placed on the desire to monetize valuable online traffic – is likely a play to increase profitability for the beleaguered print titan.
Gambling.com is ready to offer what it can. Max Bichsel, Vice President US, had this to comment: “The proliferation of online sports betting across the US provides an opportunity for McClatchy to increase their monetization of real money gaming.
“At its core, this media partnership is about matching strength with strength by combining our respective abilities and areas of expertise.”
From their end, McClatchy will be happy to see a renewal of growth. As Chief Revenue Officer Tony Berg commented: “This is a great opportunity in a category that has seen explosive growth.
“This is a partnership with great mutual benefit, and we are excited to deliver these offerings to our audience.”