BetMGM has struck a partnership with US media brand Gannett to serve its USA Today viewers and USA Today Network readers with sports betting content and odds.

As the online sportsbook and casino partner for USA Today Sports, the Entain and MGM Resorts joint venture operator will have sports betting odds incorporated into stories and content.

The news items will be bolstered with betting odds, money lines, spreads and over/unders, as well as a BetMGM ‘Bet Now’ feature.

BetMGM Sportsbook and BetMGM Casino will be listed as a partner on website footers across all USA Today Network publications.

USA Today’s “unrivalled reach” at a local and national levels offers BetMGM the opportunity to connect with a “massive audience,” said Adam Greenblatt, the operator’s CEO.

“By integrating odds and insights seamlessly into Gannett’s content, we’re empowering fans to stay informed and engaged with their favourite teams and games. We look forward to a successful partnership that fuels the excitement of sports betting throughout football season and beyond.”

Gambling.com Group will serve the USA Today Network audience with sports betting offers and insights leveraging its advertising technology in states where online gambling is regulated.

“As a best-in-class partner, our goal is to deliver their trusted sports betting information to our audience of more than 44 million sports fans – especially now that football season has kicked off,” said Gannett chairman and CEO Michael Reed.

“We believe BetMGM complements our existing portfolio of partners and will enable us to drive further audience growth and engagement. We anticipate this collaboration will immediately lead to an increase in the overall monetisation of our content platform.”