In a growing trend, publishing houses are no longer just covering the gambling industry—now they're directly profiting from it

15 October 2026

Legacy media firms are rapidly monetizing the sports betting boom, enticing publishers to position for partnerships, referral bonuses, and content deals.

The state of play

Declining ad revenue and shrinking subscriptions mean publishers are eager to diversify. Gambling companies are eager to partner with publishers for brand extension and audience access. Gambling.com, a major player, took over sports betting coverage for Gannett and McClatchy in an arrangement that splits referral cash.

As the link Economy ramps up, publishers are ramping up their own gambling content. Five revenue streams pop out in this trend: Referral commissions (from sports betting sites to sportsbooks), flat-rate content deals, advertising on gambling content, performance marketing and sponsorships, and brand licensing.

These deals are a solution to declining ad revenue and shrinking subscriptions. For example, The Independent's non-ad revenue was 57% of its revenue in fiscal 2022, from sources like e-commerce, reader fees, licensing, and syndication. Gannett loudly touts 140 million monthly unique visitors and 50 million sports fans in pitches to gambling companies doing their own calculations.

More on this is available via real money slot machines.

The risks

The biggest one is regulatory compliance. The model depends on legal sports betting, which exists in an uncertain patchwork across the US. Publishers also face intense competition for search traffic even with their historic editorial brands. One big unknown is how much revenue gambling companies are willing to pay when they have so many prospects.

The betting industry is projected to be a $200 billion market by 2029. As those revenues mount, more major partnerships are expected.

The key question: is gambling a boom business with temporary upside or a sustainable new revenue Pill.Publisher Economics for Legacies