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Tipico will partner with concert venue and event operator AEG Presents in a first-of-its-kind deal between a US sportsbook and a live entertainment company.

Tipico will become the exclusive sportsbook sponsor of multiple AEG Presents owned and operated music venues across Ohio and the surrounding area, according to a release from the two companies Tuesday. Tipico will also become a “presenting partner” of the “Best Bet Concert Series,” which includes 32 separate concerts that will take place annually at select venues.

“Our research revealed that our customers are almost as passionate about attending concerts and music festivals as they are about watching and betting on their favorite sports,” said Adrian Vella, CEO of Tipico North America, in a statement. “Our new customers can enjoy exclusive benefits at venues such as KEMBA Live! and Agora Theatre.”

This is the first such deal between a regulated US sportsbook and a live entertainment company.

AEG Presents manages major live music and arts events including Coachella as well as the New Orleans Jazz & Heritage Festival. It also promotes tours for major artists such as the Rolling Stones, Elton John, Taylor Swift and dozens of others.

“We are very excited to welcome Tipico as our exclusive sponsor in the sportsbook category at our music venues in Ohio,” said Andrew Klein, Managing Director, AEG Global Partnerships, in a statement. “Together, we look forward to continuing to bring unparalleled live music and entertainment experiences as well as unique on-site perks to the local residents we both serve across the Ohio region.”

Along with naming rights and sponsorships at certain concerts and entertainment venues, Tipico will work with AEG Presents for sports betting promotions in Ohio. Tipico is one of roughly 20 online sportsbooks set to start taking bets in Ohio when legal wagering begins Jan. 1, 2023.

The partnership with AEG Presents is the latest move for Tipico as it looks to market its mark in the US. It signed a deal with USA Today parent company Gannett last year in one of the most significant deals between a legal sportsbook and a major media company.

Tipico is also partnered with Major League Soccer’s Columbus Crew for an online sports betting license in the state.

The Malta-based sportsbook operator is the leading sportsbook in Germany. It has partnership deals with the German Bundesliga soccer league as well as some of its most high-profile teams.

Tipico is live now in Colorado, where it has a technology office, and New Jersey, where it has its US headquarters. Both states have more than 20 other operators live now.

Tipico expects to start taking bets in Indiana and Iowa as well as Ohio beginning next year.

Tipico’s deals come as the company has struggled to gain more than low single-digit market share in either live current market. One of the largest gaming brands in the world, Tipico is still relatively unknown to most Americans, especially compared to more prominent American brands such as DraftKings and FanDuel.

The partnership with AEG Presents will increase Tipico’s brand awareness among new fan bases in Ohio, while providing customers with exclusive access to music and live entertainment events and performances, according to the release.

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