Advance Local and Sidelines Group Ink Partnership Agreement

Date: June 28, 2023

By: Fred Goldberg

Sports betting and iGaming media provider, Sidelines Group, signs a multiyear strategic partnership with Advance Local to provide original content and experience-based tech solutions for online sports betting and iGaming assets. 

Sidelines Group, an industry leader in sports betting technology, media, and player acquisition services, brings its user experience-first focus to Advance Local’s 52 million monthly readers in the form of original sports betting content, data, and interactive features. 

The partnership launched last week with Advance Local’s leading digital media companies in Michigan and Pennsylvania —, and Sidelines Group will also serve as a partner when Advance Local expands into Texas with Lone Star Live, a new digital brand devoted to news, sports, and culture, launching in Q3 2023.

“Partnering with a publisher of Advance Local’s caliber gives us a great opportunity to bring our expertise to a wider audience and greatly enhance their betting experience with high-quality content, in-depth decision-making metrics, and fun, interactive features unavailable elsewhere. At such an exciting time in the sports betting and iGaming market, we fully believe this partnership will benefit Sidelines Group, Advance Local, and most importantly, the fans,” said Or Lifshitz, CEO of Sidelines Group.

“Utilizing Sidelines Group’s top-shelf technology, content, and SEO expertise on our platforms will not only help us to quickly and significantly monetize our traffic and drive growth, but also gives us a huge advantage in an industry as competitive as ours. We only expect this deal to become more valuable over time as regulated online betting spreads to more states,” said Howard Kamen, Vice President of Sports Betting & iGaming at Advance Local. 

With sports betting and iGaming legalization already in effect in over 30 states, including Washington D.C., fans from every market, both local and national, will now have access to custom news, analysis, insights, and more to help them make decisions and navigate a rapidly expanding market. Coupled with the projection that the regulated sports betting and iGaming market is expected to be worth nearly $58 billion by 2030, generating and monetizing sports and entertainment traffic is a top growth priority for both Advance Local and Sidelines Group.

About Sidelines Group:

Sidelines Group is an industry leader in sports betting technology, media, and player acquisition services, generating more than seven million annual referrals and high-quality leads to partners in over 15 states.

Fielding one of the strongest proprietary tech stacks available on the market, Sidelines Group’s mission is to build new experiences that make sports and iGaming entertainment fun and approachable for fans. 

To this end, Sidelines Group provides a comprehensive range of products and services for both users and partners. Offerings include PropShop, the industry’s first all-in-one marketplace for player props, and, an odds aggregation and comparison platform. Additional services include state-specific intent marketing sites, SEO and content monetization solutions for publishers, and player acquisition and monetization capabilities for mobile apps.

About Advance Local: 

Advance Local, one of the largest media groups in the United States, operates the leading news and information companies in multiple states, reaching more than 52 million people monthly with its quality journalism and community engagement. 

Always innovating and evolving, Advance Local’s mission is to strengthen and empower the communities they serve. The company is built upon the values of Integrity, Customer-First, Inclusiveness, Collaboration, and Forward-Looking. 

Advance Local media groups include MLive Media Group, Advance Ohio, Alabama Media Group, NJ Advance Media, Advance Media NY, MassLive Media, Oregonian Media Group, Staten Island Media Group, PA Media Group; Reckon; Headline Group; Advance 360, a marketing agency specialized in the education, healthcare, and travel industries; and Advance Automotive, a portfolio of automotive companies fueled by AI-driven technology, in-house product and development teams, and proprietary data. Visit