In a significant milestone for XLMedia’s media partnership arm, the London-listed affiliate has entered into a content partnership with the prominent Upper Midwest news organization, Star Tribune Media Company. The deal aims to provide exclusive sports betting content to the Star Tribune as part of this new collaboration.
XLMedia, a leading affiliate in the iGaming industry, has inked a strategic content partnership with the Star Tribune, a well-respected media organization based in the US Midwest. This move expands XLMedia’s reach in Minnesota, a state with a growing digital audience of over seven million unique users per month.
The Context
Minnesota currently lacks legal online sports betting, but the landscape is poised for change. Senator Jeremy Miller is set to introduce the Minnesota Sports Betting Act 2.0 during the legislative session, which could pave the way for regulated online sports betting in the Gopher State. Neighboring states like Ohio and Iowa have already embraced sports betting, and XLMedia aims to establish a strong presence in these markets.
The Impact
David King, XLMedia CEO, expressed enthusiasm about the partnership: “We are very pleased to partner with Star Tribune, an esteemed and highly respected media organization based in the US Midwest. In line with our strategy, this deal positions us well to continue building on our media partnership success and drive revenue in a key region of the US.”
Paul Kasbohm, EVP and Chief Revenue Officer at the Star Tribune, echoed the sentiment: “We’re excited to partner with XLMedia to provide our readers with highly engaging commercial content. XLMedia brings tremendous credibility and expertise, allowing us to stay ahead of the curve and offer readers the latest information to make informed decisions about this rapidly evolving space.”
The Road Ahead
As XLMedia focuses on organic revenues in the North American market, it remains committed to expanding its footprint and preparing for new state launches. The company’s cost base is being optimized for future growth, ensuring it remains agile and competitive.
