Over the last three years, XLMedia has seen 68% of its revenue come directly from its United States sports vertical. This rebrand is designed to match the company's culture and its expansion into the US.
Several changes have occurred throughout the company over the last year, including the appointment of its new CEO David King.
XLMedia VP of Marketing and Communications Elizabeth Carter said: "This exciting new refresh will emphasize a more modern brand. Across our portfolio, we prioritize building premium branded assets defined as audience-first brands that are meaningful, distinct and prized by the audiences they reach.
"It's a pillar of our strategy and we are extending this to the corporate brand. We identified key creative attributes across our expanding sports footprint and wanted an identity to match. XLMedia is solid, muscular, dynamic and vibrant."
Over the last two years, XLMedia acquired US-based brands including CBWG in December 2020, Sports Betting Dime in March 2021 and Saturday Football Inc. in September 2021.
The company also entered a media partnership agreement with Cleveland.com to help promote its growth throughout the country.
King said: "Our reset from the past two years is largely complete and now is the time to focus on building a new culture to match the new XLMedia. That means seeing the change as well as living it – both internally and in the market. We want to introduce the market to the new XLMedia and that means investing in our corporate presence."
Saturday Down South, another XLMedia brand, launched a 4-part, enterprise-level editorial series on NCAA softball titled "Launch Mode."
