In the past year, XL has appointed David King as its new CEO and pushed for more business in the United States, which now comprises 68% of the company’s revenue. The rebranding of XLMedia comes after a focus on changing the culture of the business to reflect the dominant markets it finds itself in.

King, CEO of XLMedia, said of the new look: "Our reset from the past two years is largely complete and now is the time to focus on building a new culture to match the new XLMedia.

“That means seeing the change as well as living it – both internally and in the market. We want to introduce the market to the new XLMedia and that means investing in our corporate presence."

Meanwhile, Elizabeth Carter, VP of Marketing and Communications at XLMedia, added: "This exciting new refresh will emphasise a more modern brand. Across our portfolio, we prioritise building premium branded assets defined as audience-first brands that are meaningful, distinct and prized by the audiences they reach.

“It's a pillar of our strategy and we are extending this to the corporate brand. We identified key creative attributes across our expanding sports footprint and wanted an identity to match. XLMedia is solid, muscular, dynamic and vibrant."

Earlier this year, XLMedia reported a 38% rise in revenue in its H1 report, which totalled $44.5m; while its EBITDA grew by 59%.

XLMedia commented at the time, saying: “The opening of new regulated markets and the signing of new media partnership agreements has allowed the US Sports business to capitalise on the full US sports calendar, in particular the Super Bowl, and deliver strong growth in H1 2022.”