Tipico looks to Ohio market expansion with Columbus Crew deal
German operator agrees marketing-led partnership with Major League Soccer stalwarts
Tipico has agreed a deal to become the official and exclusive sports betting partner of Ohio-based MLS franchise Columbus Crew.
Under the terms of the deal, Tipico will receive rights to marquee Columbus Crew assets (Tipico Beer Garden and Tipico Club [formerly Rail Club]) and prominent brand integration throughout the Lower.com Field.
Tipico will also develop a wide variety of digital content and engagements as well as joint community programming as part of the partnership with the MLS side which plays in the Eastern Conference.
Pending appropriate licensing and regulatory approvals, Tipico has said it plans to launch its mobile sports betting app when legalized sports betting goes live in Ohio.
Subject to licensing and forthcoming regulations, Tipico will also announce opportunities for registered users to take advantage of compelling promotions, giveaways and customer sweepstakes through collaborative programs and co-created club activations.
Ohio State Governor, Mike DeWine, signed enabling sports betting legislation into law in December, with a launch likely during H2 2022, but no later than January 1 2023.
There are 25 online licenses available for pro sports teams, casinos, and racinos, with each allowed one skin each, which could potentially lead to around 50 brands launching alongside retail options.
The favorable tax rate of 10% on gross gaming revenue (GGR) means the Buckeye State is set to be a particularly competitive market for operators.
Tipico US CEO Adrian Vella said he was “incredibly excited” to work with Columbus Crew, ahead of the Buckeye’s State’s proposed launch of sports betting.
“The midwest will play an important role as we continue our multi-state expansion in 2022, 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,” Vella added.
Tipico has made inroads in a number of midwest states over the last 12 months, including Colorado, where the operator plans to build a tech hub, as well as a multi-state access deal signed with Caesars in September which will see the firm gain access to Indiana and Iowa.