XLMedia partnering with MassLive.com following MA betting legalization

Advance Local Massachusetts XLMedia
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Just weeks after Massachusetts passed legislation legalizing and regulating sports betting in the state, XLMedia is staking a big claim in the Bay State via a big content partnership.

XLMedia to work with MassLive on sports betting content, monetization

XLMedia will work with MassLive.com on a content partnership. The deal will include not only content creation but also helping manage affiliate deals and providing content monetization strategies.

“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,” said Director of Partnership at XLMedia Cody Darwick. “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.”

Second Advance Local partnership for XLMedia

MassLive.com is under the Advance Local family of media brands. Advance Local is familiar with XLMedia. The two groups previously inked a deal in Ohio with Cleveland.com. Like Massachusetts, Ohio legalized sports betting earlier this year and will launch operations on Jan. 1, 2023.

“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,” said Vice President of Sports Betting & iGaming at Advance Local Howard Kamen. “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.”

MassLive is one of the leading Massachusetts news sites with an average of 6.5 million visitors a month. It is also the latest mainstream publication to dip its toe in the affiliate waters. Affiliates across the board are syncing up with strong regional websites like NJ.com or The Chicago Tribune to get sports betting content in front of a localized audience.