XLMedia and Advance Local Expand Strategic Partnership with MassLive.com Agreement


XLMedia PLC, the global digital publisher, announced an expanded partnership with Advance Local to create premium betting content and a new revenue stream for their MassLive.com brand – a leading Massachusetts news and information website attracting an average of 6.5 million unique visitors every month.

XLMedia has an industry-leading media partnership business (MPB) offering significant scale, high-quality commercial content, and access to high-value advertiser relationships for leading publishers across the US and Canada. MassLive.com represents a significant win for XLMedia’s MPB, offering key US coverage in Massachusetts via MassLive.com’s large audience in the state ahead of its upcoming online betting launch. This partnership will focus on creating highly engaging content, managing commercial deals with regulated sportsbook operators, and executing proven monetization strategies built upon years of industry expertise.

“Massachusetts represents one of the top professional sports markets in the US – we’re very much looking forward to working with the MassLive.com team and adding our high-quality betting content to their already expansive sports coverage. This deal expands upon our strong partnership with the Advance Local team in Ohio and continues our strategic efforts in landing premium publishers in key sports betting markets. The timing is ideal ahead of the anticipated Massachusetts sports betting launch early next year,” Cody Darwick, Director of Partnership at XLMedia, said.

MassLive.com represents the second Advance Local property with which XLMedia has partnered, the first being cleveland.com. XLMedia has helped fuel cleveland.com’s growth in the sports betting segment since the partnership began in February.

“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 MassLive.com to become a go-to resource for both novice and experienced bettors as the state moves to legalize sports betting – creating a new content vertical and revenue stream for the property,” Howard Kamen, VP of Sports Betting & iGaming at Advance Local, said.

Zoltán is a self-taught publisher and events organizer who has developed several brands and services that have increased the notoriety of his company within multi-billion dollar industries. In 2018, he has become a TEDx speaker and talked about reputation management in the digital era. As Co-Founder of HIPTHER Agency, Zoltan has helped develop highly respected online news portals, virtual and in-person conferences that cater to multiple industries on 5 continents. Among the developed brands and services you can find online news portals that cover several tech industries, gaming, blockchain, fintech, artificial intelligence, and more. In parallel, the company has built a portfolio of annually organized boutique-style conferences in Europe and North America. All the events organized by his company focus on bringing a wealth of information about the latest innovation in several industries such as Entertainment, Technology, Gaming and Gambling, Blockchain, Artificial Intelligence, Fintech, Quantum Technology, Legal Cannabis, Health and Lifestyle, VR/AR, eSports and many more. Zoltan enjoys writing articles on all portals owned by the HIPTHER Agency, talking at conferences, hosting the weekly HIPTHER Talks Podcast, and loves spending time with his family. Zoltan is a duathlete who enjoys training for different international competitions which include running and cycling.