XLMedia agrees deal to provide content to Kentucky-based news brand
London-listed affiliate’s partnership with WDRB.com follows US state’s September market launch
XLMedia has penned a deal to provide sports betting content to Kentucky-based news brand WDRB.com.
Kentucky launched online sports betting officially on 28 September and in the first 24 hours saw two million geolocation checks.
The Bluegrass State opened with seven sportsbook operators in the shape of bet365, DraftKings, FanDuel, BetMGM, Caesars, Fanatics, and the Barstool Sportsbook.
The London-listed affiliate will not only provide content for WDRB.com’s audience of two million unique monthly users but will also manage commercial deals with the regulated operators.
Cody Darwick, senior director of media partnerships at XLMedia, said that the deal is further proof of the firm’s attractiveness to publishers wanting to gain an advantage in new markets.
Darwick said: “We are excited to be working with WDRB.com in Kentucky.
“This partnership is another example of our ability to be the go-to company for premium in-state publishers looking to capitalize on an upcoming sports betting launch in their local market,” he added.
XLMedia partnered with North Carolina’s Capital Broadcast Company in August to provide exclusive content across its WRAL.com and wralsportsfan.com sites.