Company Announcements

Extension of Strategic Partnership Agreement

Source: RNS
RNS Number : 3529Z
14 September 2022

14 September 2022


("XLMedia" or the "Group" or the "Company")


Extension of Strategic Partnership Agreement


XLMedia and Advance Local extend partnership to create sports betting content for Massachusetts


XLMedia (AIM: XLM), a leading global digital publisher, connecting advertisers with consumers, today announces an expanded partnership with Advance Local to create premium betting content and a new revenue stream for their brand, a leading Massachusetts news and information website attracting an average of 6.5 million unique visitors every month. represents a significant win for XLMedia as it seeks to scale its North American media partnership business ahead of Massachusetts' upcoming online betting launch. This partnership will focus on creating highly engaging content, managing commercial deals with regulated sportsbook operators, and executing proven monetisation strategies built upon years of industry expertise. represents the second Advance Local property with which XLMedia has partnered, the first being XLMedia has helped fuel's growth in the sports betting segment since the partnership began in February 2022.


David King, Chief Executive Officer of XLMedia, commented:


"We are pleased to be announcing another key strategic partnership ahead of Massachusetts' sports betting launch next year, in what we believe will be another important growth territory for the Group.


This deal also expands our strong partnership with the Advance Local team and further demonstrates one of our strategic ambitions to align with premium publishers in key sports betting markets."



Howard Kamen, Vice President of Sports Betting & iGaming at Advance Local, 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 to become a go-to resource for both novice and experienced bettors as the state moves to legalise sports betting - creating a new content vertical and revenue stream for the property."



For further information, please contact:


XLMedia plc

David King, Chief Executive Officer

Caroline Ackroyd, Chief Financial Officer

via Vigo Consulting

Vigo Consulting

Jeremy Garcia / Kendall Hill


Tel: 020 7390 0233

Cenkos Securities plc (Nomad and Joint Broker)

Giles Balleny / Max Gould


Tel: 020 7397 8900

Berenberg (Joint Broker)

Mark Whitmore / Richard Andrews / Jack Botros

Tel: 020 3207 7800


About XLMedia:


About XLMedia:

XLMedia (AIM:XLM) is a global digital publisher operating across sports, gaming and personal finance focused on connecting audiences and advertisers.

The Group manages a portfolio of premium brands that cover a range of attractive geographies with a primary emphasis on Sports and Gaming in regulated markets. The XLMedia portfolio is designed to reach targeted, engaged audiences with the desire to action.


About Advance Local:


Advance Local owns and operates the nation's leading local media groups, software and data platforms, and marketing agencies. A company grounded with rich history and driven by creative innovation, Advance Local's mission is to strengthen and empower the communities we serve.


The company's media groups reach more than 55 million people per month with quality journalism and community engagement through websites, podcasts, newspapers, magazines and video. Media groups include Advance Ohio, Alabama Media Group, Advance Media New York, MassLive Media, MLive Media Group, NJ Advance Media, PA Media Group, Staten Island Media Group.


Advance Local's software and data platforms include ZeroSum, Aduna, Hoot Interactive and Subtext. The company's agencies include Headline Group, Advance Aviation, Advance 360 Education, Advance 360 Health, Advance Travel & Tourism and Advance Local Events. Visit Advance Local at


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