XLMedia PLC (AIM:XLM, OTC:XLMDF) said it expanded its partnerships with Advance Local to create premium betting content and a source of revenue for its MassLive.com brand.
MassLive.com is a Massachusetts-based news and information website, attracting 6.5mln unique visitors every month, according to a statement.
Expansion of the partnership represents “a significant win,” the digital publishing and marketing company said, scaling its North American media partnerships.
Specifically, the partnership will focus on creating content, managing commercial deals and executing monetisation strategies.
"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,” said chief executive of XLMedia David King.
“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."
MassLive.com is the second Advance Local brand XLMedia has partnered with, the first being cleveland.com.
XLMedia said it helped fuel cleveland.com's growth in the sports betting segment since the partnership began in February 2022.
In a separate statement, the group said it will be posting its six months up to 30 June later this month on 29 September.