Better Collective scores new media partnership with The Philadelphia Inquirer

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Affiliate giant Better Collective has signed a media partnership with The Philadelphia Inquirer to deliver sports betting and iGaming content for readers.

The Inquirer, which was founded in 1829, is the third-oldest continually operating daily newspaper in the US and the largest US newspaper organised under non-profit ownership. The brand’s online offering boasts a readership of some 10 million monthly visitors. 

Under the partnership, which is expected to launch in August, Better Collective will provide Inquirer readers with a variety of sports betting content, data and statistics, to help inform both iGaming customers and sports bettors.

The content will be provided by Better Collective subsidiary Action Network, which the affiliate acquired in May last year for a total purchase price of $240m.

The Inquirer CEO Lisa Hughes: “This business partnership with Better Collective through Action Network allows us to offer quality content to readers who are interested in sports betting and iGaming.”

“Philadelphia has some of the most passionate and knowledgeable sports fans in the country and this business partnership with Better Collective through Action Network allows us to offer quality content to readers who are interested in sports betting and iGaming,” said Lisa Hughes, publisher and CEO of The Inquirer.

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

“The partnership with The Philadelphia Inquirer will allow us to reach a very large number of potential users, and we are excited to partner with the publication to provide engaging content to a growing audience.” 

Better Collective US VP and CEO Marc Pedersen: “This partnership will allow us to reach a very large number of potential users.” 

Action Network CEO Patrick Keane said: “This partnership will allow Action to share our unique sports betting insights and premium content to The Inquirer’s readers as they decide what wagers to place. 

“We have a deep roster of talented sports betting experts who can now share their insights with a larger audience through this partnership. Action Network is purpose-driven to provide the best content, products and analytics to inform sports bettors of all levels of experience.”

Online sports betting and iGaming launched in Pennsylvania in 2019 and there are currently 14 regulated online operators in the state including Barstool, DraftKings, FanDuel and BetMGM.

Licence applicants must pay a one-time $10m licensing fee for sports betting and must partner with a local land-based casino, each of which is permitted to operate one online sportsbook skin.

Sports betting revenue in Pennsylvania is subject to a 36% tax rate.

The partnership marks the latest high-profile media agreement signed by Better Collective this year. In January, the firm struck an agreement with the New York Post to provide commercial online sports betting content following the launch of regulated mobile wagering in the Empire State.

Indeed, Better Collective continues to focus its strategic efforts on North America. Its acquisitions of Action Network, VegasInsider and Scores&Odds all helped to increase the firm’s share of revenue derived from US markets to 46% in Q1 2022.

About the author

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Conor Mulheir

Conor entered the gaming industry in 2018 producing high-level live event content for audiences in London, Amsterdam and São Paulo. From 2020, he went on to report news and commission exclusive content for various gaming media brands before joining iGaming NEXT as editor in January 2022.

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