Affiliate giant XLMedia has entered into a media partnership with Advance Local to be the exclusive provider of sports betting content for Cleveland.com in Ohio.
Under the deal, XLMedia will focus on creating engaging content related to sports betting across major sports leagues in the US.
XLMedia will also manage commercial deals with regulated sportsbook operators, as well as execute monetisation strategies.
Cleveland.com operates as a news and information website that attracts an average of 9.9 million unique users every month.
“We are thrilled to partner with Advance Local's Cleveland.com platform, as this deal represents a major step in our strategic efforts to strike media partnerships with premium North American publishers looking to capitalise on the fast-growing online sports betting industry,” XLMedia’s director of media partnerships Cody Darwick said.
Howard Kamen, vice president of sports betting and iGaming at Advance Local, added: “XLMedia's expertise is an ideal fit for our business as Ohio prepares to embrace the new legalised online sports betting frontier.
“We were looking for the right partner to bolster cleveland.com's award-winning sports betting coverage and found exactly that in XLMedia - a talented team of writers that will bring informative content to our audience along with a proven ability to create new revenue streams.”