NEW YORK & LONDON – Feb. 16, 2022Spotlight Sports Group (SSG), a world-leading technology, content and media company specialising in sports betting and fantasy sports, has announced a significant new partnership with U.S. media powerhouse Advance Local. The partnership will see Spotlight Sports Group provide national and localised sports betting content, including games, sports betting tools and latest scores, and integrated affiliation tools each customised to maximise SEO and revenue for a number of Advance Local markets.

The partnership between Spotlight Sports Group and Advance Local is already live in New York through, and; in Michigan on and, is launching in Q1, 2022. Advance Local, one of the largest U.S. local media companies, serves over 50m people daily through digital and print media, and operates 12 digital websites with highly engaged audiences following local and national sports content. Spotlight Sports Group’s turnkey sports betting solutions will provide Advance Local’s audience with sports betting sections on their favourite local news websites, including:

  • Feature articles for both casual and regular sports bettors
  • Free bets and offers pages
  • Scoreboards and betting tools with latest odds
  • Custom-made sports betting event guides
  • Smart content modules and free-to-play games

“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 creating clickbait,” commented Rick Wolf, SVP, Spotlight Sports Group. “The addition of a turnkey sports betting content platform, uniquely tailored to each local market, will give fans in Syracuse, for example, access to highly localised sports betting content, tools and engagement that makes the games more fun to watch. We are excited to roll out localised versions of our partnership across multiple Advance Local outlets, and seeing the investment made by Advance Local into Spotlight Sports Group repaid in new revenue, and a deeper sports experience for their audiences.”

Advance Local VP of Sports Betting & iGaming, Howard Kamen, said “Spotlight Sports Group provides national and local content to drive engagement, but creating community with games and tools to make sports fans smarter is the exciting part of this partnership. Spotlight Sports Group 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 addition to turnkey sports betting platforms, Spotlight Sports Group’s partner offerings include the provision of betting intelligence and data, smart content modules, and the creation and activation of digital games. The betting intelligence offering provides partners with a targeted betting experience directly to their audiences, or through affiliated partners, that delivers customised editorial content in over 70 different languages. Smart content modules are powered by Spotlight Sports Group’s state-of-the-art content engine, Superfeed, which utilises best-in-class AI, expert tipping advice and data analysis to further deepen the conversations with sports betting audiences. Finally, Spotlight Sports Group can provide partners with self-service free-to-play games that help build customer marketing databases, and consumer engagement tools that increase contact points with audiences. Each of the four core Spotlight Sports Group solutions are tailored to meet the specific goals of partners, and all are designed to increase revenue, audience engagement and growth.