XL Media and Spotlight Sports Group enter racing content partnership

By Dan Kleiner


XL Media and Spotlight Sports Group (SSG) have agreed to a content partnership, in which SSG’s racing content will be integrated into some of the affiliate company’s domains.

The multi-year deal will result in content being delivered to XL Media’s brands through a custom-built widget, and then full API integration across all domains.

At first the deal will only include content surrounding UK and Irish races, but both parties have indicated the potential to include international racing content at a later date.

Darren Hale, XL Media director of commercial partnerships, praised the quality of SSG’s racing content.

“We know the quality, depth and breadth of Spotlight Sports Group’s content and data is the best in the industry and based on decades of historical knowledge and experience,” Hale said.

Hale then went on to add how the deal will help the affiliate company over the upcoming racing season.

“We believe this horse racing expertise will add immense value to our audience as we launch over the busy Cheltenham Festival.”

“The innovative Superfeed content engine will allow us to best serve our customers at scale due to the flexibility that the single API integration offers,” Hale concluded.

Daniel Smith, head of UK and Ireland B2B sales for SSG, believes the new partnership will provide potential players with even greater insight.

“I'm thrilled to be working with XL Media and that the affiliate powerhouse has chosen the award-winning ‘superfeed content engine’ to provide insightful content to their audience,” said Smith.

“We know that our racing content provides prospective bettors with important insight and we are excited to help improve user engagement and grow an already loyal customer-base.”

FY revenue growth

Back in January 2023, XL Media forecasted financial year revenue growth amid its sports betting expansion. Revenue is expected to rise by 10.8% year-on-year for its 2022 financial year, primarily due to a “strong” performance by its sports betting vertical.

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