Tipico Sportsbook isn’t a household name by any means, but it’s one of the more recognizable sports betting brands in the industry when it comes to Kentucky residents.
The sportsbook hasn’t announced a Kentucky sports betting partnership with any race tracks yet.
However, should a partnership eventually emerge, Tipico Kentucky has a chance to make a name for itself in the Bluegrass State.
What Is Tipico?
Tipico is a sportsbook operator that’s been in the industry for nearly two decades.
The sportsbook was founded in 2004 in Europe. Tipico made a name for itself in Germany, among other places, before reaching the US in 2020.
Tipico Isn’t a Complete Stranger to Prospective Kentucky Sports Bettors
According to an exclusive Gaming Today survey from June, 38% of Kentuckians recognized the Tipico brand. That was higher than BetMGM, Bet365, Barstool, and BetRivers, and behind only DraftKings, FanDuel, and Caesars.
What’s interesting, though, is just how high that number is. Because the sportsbook isn’t a household name by any means. In fact, Tipico is only available in Colorado, Ohio, Iowa, and New Jersey.
Customers May Recognize the Sportsbook From Its Deal With Gannett
If you’ve read any sports-related story on a Gannett website, chances are you’ve seen something related to Tipico.
In 2021, the sportsbook inked a deal with the media company as its exclusive sports betting partner. Gannett saw how successful Tipico was overseas and wanted to be an early adopter of the sportsbook here in America.
But things have changed.
In August of 2022, Gannett revised its deal with Tipico, allowing it to partner with other sportsbooks as well. The adjustment came barely a year into the five-year deal.
“Their expansion has been slower than anticipated, and they still operate in only two states,” Gannett CEO Mike Reed said at the time.
Additionally, Gannett said that when it signed the deal with the sportsbook, Tipico planned to be in 15 states by 2026. It has not reached that mark two years later but has since gained licenses in two more states to reach its current mark.
Tipico Aims to Be ‘The Local Sportsbook’
Tipico has been pretty active at the local level with one of Kentucky’s neighbors.
In Ohio, the sportsbook signed a deal with First Row Motorsports to sponsor the No. 38 Ford F-150 in the NASCAR Craftsmen Truck Series. This deal came just a few months ago in April.
“We’re trying to be the local sportsbook for Ohio fans, and that is a very different position than a lot of other nationwide bookmakers,” Tipico US CEO Adrian Vella told SBC Americas.
Tipico clearly wants to make an impact on Ohio residents. This isn’t something that all sportsbooks do.
Tipico spent $1.9 million in promotional credits during its second month of operation within the state. That ranked as the fifth-most spend of any Ohio sportsbook operator.
“When you partner with the community with brands that people know, it adds weight to what you’re doing, especially when competing with local long-term casino brands and firms with big marketing budgets,” Vella said.
Could We See Something Similar in Kentucky?
Should Tipico acquire a sports betting license in Kentucky, expect the sportsbook to take a similar approach at the local level.
Ohio is a great example. It’s one of the newer states to legalize sports betting, and Tipico jumped right into the mix. Remember, back in 2021, when it inked a deal with Gannett, Tipico hoped to be in 15 states over the course of the previous five-year agreement. Should that push toward 15 states continue over the next three years, Tipico needs to make a lasting impact.
It’s difficult for sportsbooks not named FanDuel, DraftKings, BetMGM, or Caesars to stick. Or, at least, carve out a livable market share. Tipico’s local approach could end up being the blueprint for other sportsbooks to follow.