XLMedia partners with North Carolina’s Capitol Broadcasting Company
London-listed affiliate to provide sports betting content across WRAL.com and wralsportsfan.com sites
XLMedia has partnered with Capitol Broadcasting Company (CBC) to launch sports betting content across its portfolio of sites.
CBC owns WRAL.com and wralsportsfan.com, which together attract more than four million unique monthly users based in North Carolina.
Under the remit of the deal, XLMedia will provide the company with sports betting content on an exclusive basis.
North Carolina is set to launch online sports betting next year, with XLMedia noting the state is home to a “passionate community of professional and collegiate sports fans”.
In a statement, XLMedia said: “The deal will allow WRAL.com to tap into new revenue streams, drawing on XLMedia’s expertize in monetizing highly engaged audiences through successful partnerships in the soon-to-launch sports betting states.”
The latest agreement with CBC follows the affiliate’s track record of expanding its North American footprint via media partnerships.
The group already has deals in place with the likes of media networks Newsweek and Advance Local.
David King, XLMedia CEO, said: “We are very pleased to be able to build upon our [media partnership] success by adding another prominent publisher in a key state with strong presence for both professional and college sports. This is an important revenue opportunity for both businesses.
“In line with our stated strategy, this agreement furthers our efforts to expand our North America footprint in select markets to capitalize on the US’ growing sports betting market.”
Chris Weatherly, CBC VP of digital, commented: “WRAL Digital is excited to partner with XLMedia’s experienced team to generate relevant and engaging sports betting content for our audience.
“We know the anticipation and demand around this content will be at an all-time high entering 2024, and being able to partner with XLMedia gives us a big advantage.”