Affiliate group XLMedia has signed a new, nationwide US sports content partnership with global publishing brand Newsweek.
Based in New York City, Newsweek has been publishing its flagship magazine since 1933 and now reaches some 50 million unique readers across the US each month.
XLMedia is set to supply premium sports betting content for the publisher via its Sports Betting Dime brand, which it acquired for $26m in 2021 to help bolster its expansion into North America.Sports Betting Dime offers sports betting news and content, including tips and predictions, in addition to reviews of regulated North America sportsbooks. The brand’s website currently hosts affiliate links to a variety of operators including DraftKings, Caesars, FanDuel and Barstool, as well as smaller US-facing brands such as PointsBet and BetRivers.
Newsweek now becomes XLMedia’s largest national media partner to date, offering the affiliate substantial additional audience reach across the US.
XLMedia commented that crucially, while the partnership will allow it to reach larger audiences in states that already have legalised wagering, it will also increase XLMedia’s reach in states which are yet to regulate sports betting.
Within the agreement, XLMedia will focus on the creation of engaging sports betting content while managing commercial deals with regulated sportsbook operators.XLMedia CEO David King: “This partnership is an important part of expanding our reach in existing legal sports betting states while also laying the ground to reach new audiences when new states legalise online sports betting.”
The deal will allow Newsweek to capitalise on a new opportunity in content commerce and a new content offering for its audience, XLMedia said.
The firm expects the deal to make an initial revenue contribution in 2023 with the potential for further growth over the medium term.
“This partnership is an important part of expanding our reach in existing legal sports betting states while also laying the ground to reach new audiences when new states legalise online sports betting.”
XLMedia recently showed itself to be proactive in soon-to-regulate US states, as it made an early move into Massachusetts via an expanded partnership with US publisher Advance Local.
The affiliate agreed to provide premium wagering content to potential Massachusetts sports bettors via the MassLive.com brand, although the market is not expected to launch before early 2023.