The publisher has agreed to produce betting content and create a new revenue stream for MassLive.com, a website delivering Bay State news.

With 6.5 million unique visitors per month, the platform will extend the reach of XLMedia content in what Cody Darwick, the company’s Partnership Director, called “one of the top professional sports markets in the US.”

This agreement also comes ahead of the launch of sports betting in Massachusetts after it was legalised earlier this year.

“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,” Darwick said. “The timing is ideal ahead of the anticipated Massachusetts sports betting launch early next year.”

As Darwick touched on, XLMedia and Advance Local previously teamed up in Ohio, where the former delivered content for Cleveland.com.

Their latest venture will focus on developing content, managing commercial deals with regulated sportsbook operators and executing monetisation strategies.

Howard Kamen, Vice President of Sports Betting & iGaming at Advance Local, said: “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 legalise sports betting – creating a new content vertical and revenue stream for the property.”