Tipico & Columbus Crew of MLS is Latest Ohio Sports Betting Partnership

Tipico & Columbus Crew of MLS is Latest Ohio Sports Betting Partnership
By Howard Gensler

Global sportsbook operator Tipico has announced a long-term partnership agreement with the Columbus Crew, making Tipico the official and exclusive sports betting partner of the MLS franchise.

Once Ohio sports betting is up and running, Tipico plans to launch its mobile sports betting app, according to a news release. It is the latest agreement between a professional team and a sportsbook operator before legal sports betting has launched in the state.

Ohio sports betting was signed into law by Gov. Mike DeWine on Dec. 22 and the market is to launch no later than Jan. 1, 2023.

As the Crew’s sports betting partner, the Tipico name will be seen throughout Lower.com Field, with the renamed Tipico Beer Garden and Tipico Club, the release said. As part of the partnership, Tipico and the Crew will also develop digital content, social media engagement and more. The Crew’s 27th Major League Soccer season begins at home Feb. 26.

“Our long-term agreement with Tipico represents an exciting development for Crew supporters and sports fans in Central Ohio and throughout the state,” David Jenkins, chief operating officer of Haslam Sports Group, the Crew’s co-owner, said in the release.

Tipico Has Big Plans for 2022

In the announcement, Tipico said it was equally excited to team up with the Crew.

“The Midwest will play an important role as we continue our multi-state expansion in 2022,” Adrian Vella, chief executive officer of Tipico U.S., said in the release, “and we could not have asked for a better partner to help us introduce the Tipico brand and our proprietary technology to sports bettors in Ohio and beyond.”

Tipico, a global brand headquartered in Malta, is the exclusive sports betting and iGaming provider for Gannett, and its premiere brands, USA Today and USA Today Sports Media Network.

Ohio Sports Betting Partnerships

The Tipico-Columbus Crew sports betting partnership, follows similar deals in Ohio:

  • In March, the Cleveland Cavaliers and Betway, a United Kingdom sports betting and online gaming company, announced a new multi-year partnership. It includes a marketing campaign to promote Betway through signs and commercials, as well as a presence on team digital and social channels, according to a news release from the NBA team.
  • In June, WynnBET and the Cincinnati Reds announced a corporate deal that targets bettors in Indiana, where online sports betting is already available. WynnBET will have access to official Reds logos for use across its online products, as well as marketing tools to create co-branded promotional offers, according to a news release.
  • In October, the Cavaliers also partnered with Fubo Gaming. It was the first NBA betting sponsorship for the company with a league team. Fubo Sportsbook is live in Iowa and Arizona, and the company on Thursday announced a marketing deal with the Houston Dynamo of the MLS, even though sports betting is not legal in Texas.

A year before sports betting was close to being legalized, Unibet and parent company Kindred Group announced it had gained market access to Ohio. Unibet and Kindred entered into the agreement with Penn National Gaming In December 2020 to operate online sports betting and online casino gaming through Penn National's Hollywood Casinos in Ohio.

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Contributors

Howard Gensler is a veteran journalist who’s worked at the Philadelphia Daily News, TV Guide and the Philadelphia Inquirer and is a founding editor of bettorsinsider.com.

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