Better Collective joins forces with the New York Post in US sports betting content deal

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Better Collective has struck an agreement with US tabloid media outlet the New York Post to provide it with commercial online sports betting content.

The deal includes content, data and statistics for the betting section of the New York Post to be delivered by Better Collective’s leading US media brand Action Network.

Stockholm-listed Better Collective acquired Action Network in May 2021 for a record fee of $240m amid plans to grow its US revenue to more than $100m by 2022.

The New York Post was founded in 1801 by Alexander Hamilton and has been owned by Rupert Murdoch’s News Corp since 1993.

It is thought to be the fourth most widely distributed newspaper in the whole of the US and boasts a digital readership across its portfolio of titles of more than 92m unique monthly users.

More than 11m of these users come from New York, which is a key strategic area for Better Collective following the launch of the state’s mobile sports betting market on 8 January.

The affiliate said it is off to a great start in New York with all five active operators (FanDuel, DraftKings, BetMGM, Caesars, Rush Street Interactive) and expects to work with four further operators (PointsBet, Bally Bet, WynnBet and Resorts World) once they have been cleared to launch.

In fact, Action Network CEO Patrick Keane said the launch of mobile betting in New York marked the biggest weekend in the history of the company.

Financial terms of the deal were not disclosed, although Better Collective will be solely responsible for the monetisation of the joint business and will manage accounts with operators.

The partnership will be operational from 21 January.

Marc Pedersen, CEO Better Collective US, said: “We believe that educating bettors and iGamers by providing them with relevant information, data and statistics will enhance their betting experience.

“The partnership with the New York Post is the biggest media partnership agreement to date for Better Collective.

“It will allow us to reach a very large number of potential users and we are excited to partner with the New York Post to provide betting and iGaming information to a growing audience,” he added.

In the most recent reporting quarter (Q3), the US accounted for 32% of Better Collective revenue at €14.4m.

New York Post COO Brad Elders said: “We are looking forward to bringing better sports betting content and utility to the best sports fans to continue our commitment to deliver unrivalled sports coverage.

“Better Collective’s innovative tools and informative content will provide our fans with the best resources to navigate sports betting with ease,” he added.

Better Collective’s Nasdaq-listed affiliate rival Gambling.com Group this week sealed a similar media partnership with Miami Herald publisher The McClatchy Company.

About the author

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Jake Evans

Jake Evans is an NCTJ-accredited journalist and editor who has covered the online gaming and sports betting industry since 2017. He is the managing editor of iGaming NEXT and has previously worked in both content and data for EGR, Stats Perform and Football Radar.

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