Better Collective has signed its first global media partnership, having struck a deal with online football news platform Goal.com.

The partnership, which officially kicks off today (1 March), will run across several active domains and the content will be published in three different languages (English, Spanish and Portuguese).

Goal, which is owned by London-based media company Footballco, attracts 64 million monthly visitors.

Better Collective will provide these users with commercial sports betting content and data as part of the agreement.

Goal itself was founded in 2004 and is now considered one of the world’s most popular digital soccer destinations. It is published in 19 languages and boasts more than 600 contributors, as well as nearly eight million followers on Twitter.

The site will now include a dedicated betting section with content, betting odds and analysis all supplied by Better Collective’s team of content producers.

The deal is the first digital-only partnership signed by Better Collective following similar agreements with print-based outlets such as the Daily Telegraph, New York Post and Chicago Tribune.

The FIFA World Cup played no small part in driving record Q4 results at Better Collective as it generated revenue of €86m and referred more than 580,000 new depositing customers to operators.

Footballco’s James Lamon: “We understand football fans have a diverse range of interests that collectively form their passion for football. For many, betting is a part of that passion.”

The tournament helped to grow revenue in Europe and the Rest of the World by 59% to €52.2m, as more than 300,000 NDCs were referred to operators as a result of the tournament alone.

Better Collective CEO Jesper Søgaard said: “Partnering with such a well-recognised and renowned media like Goal perfectly aligns with our media partnership strategy and our overall strategy of becoming the leading digital sports media group.

“There is no doubt in my mind that we will be able to benefit from each other’s expertise,” he added.

Footballco’s five portfolio companies are estimated to reach more than 640 million football fans every month across its web, app, social media, podcast and video channels.

The business is majority-owned by Integrated Media Company (IMC), an affiliate of US private equity giant TPG.

DAZN Group also retains a minority stake after selling Goal alongside two additional brands (Spox and Voetbalzone) in a combined deal worth an estimated $100m back in 2020.

James Lamon, EVP of content and operations at Footballco, said: “We understand football fans have a diverse range of interests that collectively form their passion for football.

“For many, betting is a part of that passion. We’re excited to work with Better Collective to offer our fans higher quality stats, analysis, and tips to enhance their betting experience,” he added.

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