XLMedia has announced an expanded partnership with Advance Local to create premium betting content and a new revenue stream for their MassLive brand, a leading Massachusetts news and information website attracting an average of 6.5 million unique visitors every month.
MassLive represents a significant win for XLMedia as it seeks to scale its North American media partnership business ahead of Massachusetts' upcoming online betting launch. This partnership will focus on creating highly engaging content, managing commercial deals with regulated sportsbook operators, and executing proven monetisation strategies built upon years of industry expertise.
MassLive represents the second Advance Local property with which XLMedia has partnered, the first being Cleveland. XLMedia has helped fuel Cleveland's growth in the sports betting segment since the partnership began in February 2022.
David King, chief executive of XLMedia, said: "We are pleased to be announcing another key strategic partnership ahead of Massachusetts' sports betting launch next year, in what we believe will be another important growth territory for the group. This deal also expands our strong partnership with the Advance Local team and further demonstrates one of our strategic ambitions to align with premium publishers in key sports betting markets."
Howard Kamen, vice president of sports betting at Advance Local, said: "XLMedia's impressive betting content and results to date in Ohio gave us great confidence to work with their team in Massachusetts, another key market for us. We're excited for MassLive to become a go-to resource for both novice and experienced bettors as the state moves to legalise sports betting - creating a new content vertical and revenue stream for the property."