XLMedia furthers Advance Local partnership to create Massachusetts content
London-listed affiliate enhances its partnership with publisher Advance Local to create betting content for MassLive.com
XLMedia has furthered its partnership with US publisher Advance Local to produce premium betting content for Massachusetts leading local news and information website, Masslive.com.
MassLive.com sees an average of 6.5 million unique monthly visitors.
Massachusetts Governor Charlie Baker signed the State Wagering Bill into law last month, which saw the Bay State join Kansas and Maine as states legalize sports betting in 2022.
This legalization saw the Massachusetts Gaming Commission start the licensing process, in which the agency hopes to bring sports betting live by the end of 2023.
This extension comes after the pair launched betting content in Ohio, informing local audiences of regulated sports betting options in the state.
Advance Local has also put XLMedia in charge of its US wagering commercial deals and executing monetization strategies to maximise revenue opportunities from its new media channel.
Cody Darwick, director of partnerships at XLMedia, said: “The timing is ideal ahead of the anticipated Massachusetts sports betting launch early next year.
“MassLive.com represents a significant win for XLMedia’s media strategic partnership, offering key US coverage in Massachusetts via MassLive.com’s large audience in the state ahead of its upcoming online betting launch,” he added.
Howard Kamen, VP of sports betting and igaming at Advance Local, commented: “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.com to become a go-to resource for both novice and experienced bettors as the state moves to legalize sports betting – creating a new content vertical and revenue stream for the property.”