Better Collective strikes sports betting content partnership with Chicago Tribune

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Better Collective has teamed up with the Chicago Tribune, the largest news organisation in the American Midwest, to bring sports betting content to the brand’s 18 million monthly online visitors.

With a print circulation of over 100,000, the Chicago Tribune founded in 1847 is the most-read daily newspaper in the Chicago metropolitan area and the Great Lakes region.

It has won 27 Pulitzer Prizes and is known for its innovative investigative reporting, coverage of the arts and culture, and community-leading opinion writing.

For the Stockholm-listed affiliate giant, the new agreement comes hot on the heels of a recent content deal with the Philadelphia Inquirer.

Under the partnership, Better Collective will provide readers of chicagotribune.com with betting odds and tips for upcoming games, analysis of teams and players, and direct links to sports betting platforms.

Executive editor of the Chicago Tribune Mitch Pugh: “Our readers depend on The Trib for sports news and information and the recent expansion of legalised sports gambling in our readership area makes this partnership with Better Collective a timely way to serve our readers.”

Executive editor of the Chicago Tribune, Mitch Pugh, said: “Our readers depend on The Trib for sports news and information and the recent expansion of legalised sports gambling in our readership area makes this partnership with Better Collective a timely way to serve our readers.”

The partnership is expected to be operational by mid-August in time for the start of the NFL season.

Marc Pedersen, vice president and CEO of Better Collective US, commented: “The Midwest and Chicago have so many great sports fans of different types of sports.

“We are very happy that we can bring engaging content, data and tips to dedicated readers of the Chicago Tribune that want to learn more about sports and sports betting,” he added.

Action Network chief content officer Chad Millman: “As a Chicagoland native, I know local sports fans have a hunger for expert sports betting information. That’s why we’re thrilled to partner with the region’s most respected news authority, delivering together the depth and breadth of content readers have always appreciated from The Trib.”

The partnership will be co-branded with Better Collective subsidiary Action Network, a digital sports media company providing premium content, proprietary tools and in-depth analytics to help sports fans make smarter wagers.

Chad Millman, Action Network’s chief content officer, said: “As a Chicagoland native, I know local sports fans have a hunger for expert sports betting information.

“That’s why we’re thrilled to partner with the region’s most respected news authority, delivering together the depth and breadth of content readers have always appreciated from The Trib.”

Better Collective is rapidly expanding in the US market. Revenue generated in US markets in Q1 2022 skyrocketed compared to the prior-year period, up to €31.0m from just €5.8m in Q1 2021. The region accounted for 46% of total group revenue and 56% of EBITDA during the quarter.

About the author

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Sonja Lindenberg

Sonja Lindenberg is an experienced editor and journalist, with a strong focus on business, finance, trade and investment. She holds a degree in business journalism and throughout the past two decades has covered companies and industries in various markets and for different media, including newspapers, news agencies, inflight magazines, country reports and trade publications. Sonja joined iGaming NEXT in June 2022.

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