XLMedia has signed a deal with WRAL, a news outlet in North Carolina, to become the exclusive sports betting content provider.
As the exclusive provider, XLMedia will use its media partnership model to create and manage monetised deals on WRAL.com, curate content and implement other strategies to drive up revenue and audience engagement alike.
WRAL.com is one of the brands owned and operated by the parent company, Capitol Broadcasting Company.
Chris Weatherly, Capitol Broadcasting Company VP of Digital, said: “WRAL Digital is excited to partner with XLMedia’s experienced team to generate relevant and engaging sports betting content for our audience.
“We know the anticipation and demand around this content will be at an all-time high entering 2024, and being able to partner with XLMedia gives us a big advantage.”
North Carolina is one of the newest states to legalise sports betting, with Governor Roy Cooper signing sports wagering into law as recently as 14 June, 2023.
Although retail sportsbooks are the only current way to bet on sports in the state, it’s anticipated that online sports betting could launch as early as 8 January, 2024.
In the past few weeks, The North Carolina Lottery Commission appointed Sterl Carpenter to lead its gaming compliance and sports betting division as the state prepares for further developments.
Cody Darwick, XLMedia Senior Director of Media Partnership, said: "We are thrilled to partner with WRAL.com in North Carolina.
“The deal represents another example of our ability to be the go-to company for premium in-state publishers looking to capitalise on an upcoming sports betting launch in their core market."
XLMedia isn't the only company making moves ahead of the sports betting launch, as Continent 8 Technologies has also gone live in North Carolina in preparation for the big day.
