XLMedia has announced a new strategic partnership agreement with Advance Local to provide sports betting content for MassLive, a news and information website based in Massachusetts.
Premium betting content and a new revenue stream are expected to be provided by XLMedia for the site's average of 6.5 million unique visitors every month.
XLMedia provides commercial content and access to advertiser relationships for publishers across the US and Canada.
As sports betting in Massachusetts prepares for launch, the partnership between XLMedia and MassLive.com will focus on creating content, managing commercial deals with regulated sportsbook operators and executing proven monetization strategies.
XLMedia Director of Partnership Cody Darwick commented: "Massachusetts represents one of the top professional sports markets in the US – we're very much looking forward to working with the MassLive.com team and adding our high-quality betting content to their already expansive sports coverage.
"This deal expands upon our strong partnership with the Advance Local team in Ohio and continues our strategic efforts in landing premium publishers in key sports betting markets. The timing is ideal ahead of the anticipated Massachusetts sports betting launch early next year."
MassLive.com is the second Advance Local property that XLMedia has partnered with. In February of 2022, the publisher partnered with Cleveland.com to provide the same services.
Advance Local Vice President of Sports Betting & iGaming Howard Kamen added: "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."
