The Star Tribune Media Company, the largest news organization in the Midwest, has announced a commercial partnership with XLMedia PLC (“XLMedia), a global digital media company that manages a portfolio of premium brands with an emphasis on sports and gaming. As part of this partnership, XLMedia has become the exclusive provider of sports betting content for the Star Tribune.
XLMedia will leverage its industry-leading model to create high-quality commercial content, manage commercial deals with regulated sportsbook operators, and help the Star Tribune implement proven monetization strategies.
“We’re excited to partner with XLMedia to provide our readers with this highly engaging material,” said Paul Kasbohm, EVP and chief revenue officer, Star Tribune. “XLMedia brings tremendous credibility and expertise, allowing us to stay ahead of the curve and offer our audience the latest information to make their own informed decisions about this rapidly evolving space.”
The dedicated sports betting space is being created, produced and displayed by XLMedia. It lives on startribune.com/sports-betting, separately from the news staff’s sports coverage and is clearly labelled as commercial content. It will also include informational elements on topics like budget setting, terminology, responsible gambling and the evolving landscape of sports betting in Minnesota.
“We are very pleased to partner with Star Tribune, an esteemed and highly respected media organization,” said David King, chief executive officer, XLMedia. “In line with our strategy, this deal positions us well to continue to build on our media partnership success and drive revenue in a key region of the U.S.”
Partnerships with XLMedia and others in the gaming industry are becoming increasingly common, with several major media organizations entering the space of providing premium sports betting content and promotions.
While there is no set timeline regarding online sports betting regulation in Minnesota, the state consistently ranks among the top for daily fantasy sports usage and has a sizable sports audience indicating a potentially robust market when legalization occurs.
Additional information is available here.
Like many local media organizations, the Star Tribune is at a pivotal moment in the history of the industry. The media company is taking significant steps to reinvent itself and create the leading model for local news in America. This partnership is the latest in a series of strategic investments aimed at driving innovation in local media.
Earlier this year, the Star Tribune announced dramatic enhancements to its digital presence and products in partnership with tech powerhouse Code and Theory. That followed an announcement on its expansion into Greater Minnesota and significant investment in breaking news resources. Previously, the Star Tribune announced it added new strategic leadership roles including a chief product officer as well as a new chief financial officer and vice president of communications and brand marketing. New CEO and Publisher Steve Grove also recently announced plans for a reorganization aimed at a digital future.
About The Star Tribune Media Company:
Building on an extraordinary 157-year legacy that includes seven Pulitzer Prizes and hundreds of other awards, the Star Tribune Media Company is the Midwest’s largest news organization and is an unrivaled force for journalistic excellence in Minnesota. The Star Tribune has a vision to create the leading model for local news in America — driving innovation in media to make every Minnesotan’s life better.
About XLMedia:
XLMedia (AIM: XLM) is a leading global digital media company that creates compelling content for highly engaged audiences and connects them to relevant advertisers. The Group manages a portfolio of premium brands with a primary emphasis on Sports and Gaming in regulated markets. XLMedia brands are designed to reach passionate people with the right content at the right time.
