If you haven’t heard of Tipico Sportsbook yet, that’s about to change.

The European gambling company just signed a multiyear deal to become Gannett’s exclusive sports betting provider. Gannett owns the Indianapolis Star, so many Hoosiers will be seeing the brand more often going forward.

Gannett is the latest media company to hop on the sportsbook partnership trend.

Media wants in on sports betting

Gannett isn’t the first media company to enter the gambling business, and it won’t be the last either.

Similar deals have become commonplace in the industry, with everyone looking to cash in on the sports betting gold rush.

NBC has a deal in place with PointsBet Sportsbook. FOX partnered up with Stars Group to launch FOX Bet Sportsbook.

CBS works with William Hill. Sports Illustrated is using its partnership with 888 to create SI Sportsbook.

Gannett’s deal with Tipico is just the latest version of this type of partnership.

The five-year agreement will include $90 million worth of media spending by Tipico.

The idea is to raise brand awareness for Tipico while also enhancing Gannett’s content.

In other words, you’re going to start seeing Tipico’s betting odds in the IndyStar sports section.

According to Gannett CEO Michael Reed, that’s the exact kind of content the company’s readers are looking for.

“Our highly engaged audience of more than 46 million sports fans crave analysis, betting insights, odds and unique features which we will provide with our Tipico alliance. Tipico adds incredible expertise from their European operations and next generation product capabilities, which offer our sports enthusiasts and local consumers a way to become even more invested in the games and sports they care about.”

Tipico is also getting dibs on Gannett’s NFL content. The company’s NFL Wire Team sites and For The Win will be featuring Tipico betting content before long.

When is Tipico Sportsbook coming to Indiana?

Right now, Hoosiers have 12 different online sportsbooks in Indiana to pick from. Tipico Sportsbook is not one of them.

Gamblers will start running into Tipico content soon, but when will the sportsbook actually start taking bets in the state?

Long story short, you might have to wait until 2022 to give the sportsbook a shot.

The company is focusing on launching in Colorado by this fall. Tipico will have a lot of ground to cover after that, including its eventual Indiana launch.

Gamblers still have plenty to look forward to in the meantime. In addition to Tipico, all of the following sportsbooks are on their way to Indiana right now:

• SBK Sportsbook
• fubo Sportsbook
• MaximBet
• PlayUp Sportsbook
• SI Sportsbook
• betprophet

Many of these betting apps plan to open for business in the state before the end of the year. That should be more than enough to hold Hoosiers over until Tipico comes to town.