SBC News Voice of the Sports Betting Industry
XLMedia has entered a new partnership with Spotlight Sports Group (SSG) to upgrade its horse racing content and data provisions across its digital media network.
The London AIM media group will deploy SSG’s ‘Superfeed content engine’ across its most popular domains, which will gain access to news, data and analysis on over 60,000 racing fixtures annually.
SGG’s content engine has been integrated ahead of this week’s Cheltenham Festival, “to deliver new resources to XLMedia audiences, engaging in betting’s biggest week”.
XL Media Commercial Partnerships Director Darren Hale explained: “We know the quality, depth and breadth of Spotlight Sports Group’s content and data is the best in the industry and based on decades of historical knowledge and experience.
“We believe this horse racing expertise will add immense value to our audience as we launch over the busy Cheltenham Festival.
“The innovative Superfeed content engine will allow us to best serve our customers at scale due to the flexibility that the single API integration offers.”
SSG will initially provide its solution for UK and Ireland races, with XLMedia providing options to translate its services into 80 languages, offering the greatest global coverage for horse racing.
The new multi-year deal will deliver racing content to XL Media via a custom-built widget and then a full API integration across all domains
Head of UK and Ireland B2B sales for Spotlight Sports Group, Daniel Smith, spoke about the new partnership, saying: “I’m thrilled to be working with XL Media and that the affiliate powerhouse has chosen the award-winning Superfeed content engine to provide insightful content to their audience.
“We know that our racing content provides prospective bettors with important insight and we are excited to help improve user engagement and grow an already loyal customer-base.”
