Spotlight Sports Group partners with US media giant

Spotlight Sports Group (SSG) has struck a significant partnership with US media company Advance Local.

The deal will see the tech, content and media provider join forces with the US’ ninth-largest media outlet to provide national and localised sports betting content.

Advance Local reaches 50 million people daily through digital and print media operating 12 websites that provide bespoke local and national sports content.

SSG will be bolstering the daily offerings by providing sports betting sections on Advance Local’s digital publications through feature articles, scoreboards and betting tools, and sports betting guides as well as also offering readers access to free bets and offers available in their area.

The partnership has already begun in New York through Syracuse.com, NYUP.com, and SILive.com. The partnership is also live in Michigan on the MLive.com site.

Rick Wolf, SVP of SSG, said: “We are proud to be partnering with Advance Local as our teams align on a vision of content-rich localised sports betting experiences that are more than just clickbait.

“The addition of a turnkey sports betting content platform uniquely tailored to each local market will give fans access to highly localised sports betting content tools and engagement that will make games more fun to watch,” he added.

Advance Local VP of sports betting and igaming Howard Kamen said: “SSG provides national and local content to drive engagement but creating a community with games and tools to make sports fans smarter is the exciting part of this partnership.

“SSG has relationships with regulated sportsbook operators in multiple states which means they are doing the heavy lifting, enabling us to concentrate on our audience and their needs.”

In September 2021, SSG signalled its US intentions by acquiring fantasy sports tech and media company Alarm Sports Network in an undisclosed all-cash deal.