XL Media has entered into a multi-year deal with Spotlight Sports Group (SSG) to deliver content to its brands through a custom-built widget and full API integration. Initially, the deal will focus on UK and Irish races, with the potential to include international racing content in the future.
Darren Hale, XL Media’s director of commercial partnerships, praised the quality of SSG’s racing content, describing it as the best in the industry. He believes that this partnership will add immense value to XL Media’s audience, particularly during the upcoming racing season, starting with the Cheltenham Festival.
Hale emphasized the innovative Superfeed content engine, which will allow XL Media to better serve their customers at scale, thanks to the flexibility provided by the single API integration.
Daniel Smith, head of UK and Ireland B2B sales for SSG, expressed his excitement about the partnership and the opportunity to provide insightful content to XL Media’s audience. He believes that SSG’s racing content will improve user engagement and contribute to the growth of XL Media’s loyal customer base.
In January 2023, XL Media projected a revenue growth of 10.8% for its 2022 financial year, driven primarily by the strong performance of its sports betting vertical.
