XLMedia has penned a deal with the owner of WDRB Media to create sports betting content for the local media outlet.
Signing an exclusive commercial partnership with Independence Television Company, XLMedia will be the provider of sports betting news and content for the 1.6 million readers of local outlet.
“We are excited about our partnership with XLMedia, which will enhance our digital platforms with trusted sports betting content,” expressed Dale R. Woods, Vice President, BCI Broadcasting.
XLMedia, as do other affiliates, aims to leverage media partnership opportunities to access a wide range of local readers in states where there are regulated sports betting and online casino markets.
Kentucky launched its online sports betting market last week, with seven sportsbooks going live in the Commonwealth on day one. The affiliate cited the large collegiate sports fanbase in Kentucky as a key driver in its commitment to the market.
XLMedia asserted that linking with WDRB helps it to enhance its footprint in the US market and provide it with the chance to capture new readership with a new content offering.
Similar media partnerships that XLMedia has signed are with the likes of the Atlanta Journal-Constitution, DawgNation and WRAL.
“We are excited to be working with WDRB.com in Kentucky,” said Cody Darwick, Senior Director of Media Partnership, XLMedia. “This partnership is another example of our ability to be the go-to company for premium in-state publishers looking to capitalize on an upcoming sports betting launch in their local market.”