XLMedia PLC on Wednesday said it has extended its partnership with Advance Local to create sports betting content for Massachusetts.

The Henley-on-Thames, England-based digital performance publisher said it will help create betting content and a new revenue stream for Advance Local’s MassLive.com brand.

MassLive is a Massachusetts news and information website.

XLMedia said this represents a ‘significant’ win for the company, as it plans to scale up its North American media partnership business.

The partnership will focus on creating content, managing commercial deals with regulated sportsbook operators, and executing proven monetisation strategies, it added

Back in February, XLMedia entered a partnership with Advance Local to help grow its cleaveland.com brand in the sports betting industry.

Chief Executive David King said: ‘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,’ King continued.

Shares in XLMedia were down 2.7% to 32.10 pence each in London on Wednesday around midday.

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