XLMedia inks three-year partnership with Atlanta Journal-Constitution

The AIM-traded firm said the collaboration aimed to create premium sports betting content, tapping into AJC's considerable digital reach, which boasts more than 9.2 million unique users per month.

Through XLMedia's Media Partnership Business (MPB), the company said it had formed affiliations with multiple high-profile publishers across the United States and Canada.

The partnership gave publishers access to high-quality commercial content, and established high-value advertiser relationships.

XLMedia said the latest agreement with AJC signal;ed a significant expansion in the southern states, particularly in Georgia, broadening its already-substantial market presence.

The deal was structured to benefit both parties, with AJC poised to explore new revenue streams while enhancing its content offerings for its large readership.

For XLMedia, the partnership would enable immediate access to AJC's national audience in states where live sports betting was currently legal.

It would also provide XLMedia an entry point to AJC's Georgia-based readership, should the state move to legalise sports betting in the coming years.

“We are delighted to partner with Atlanta Journal-Constitution, an exceptional and well-established brand in digital publishing and news reporting,” said chief executive officer David King.

“This deal positions us well to drive new revenue in legal southern states such as Kentucky and North Carolina whilst also enabling us to reach Georgia's large sports fan base if sports betting is legalised.

“In line with our strategy, this partnership accelerates our efforts to expand our North America footprint in key current and future markets to capitalise on the US's growing sports betting market.”

At 1229 BST, shares in XLMedia were down 2.08% at 11.75p.

Reporting by Josh White for Sharecast.com.