Better Collective completes purchase of US sports betting brands

Better Collective completes purchase of US sports betting brands

Better Collective has completed the acquisition of the assets of Florida-based sports betting websites and

Published 23rd July 2019

The affiliate giant processed the transaction via a wholly owned US subsidiary, with the deal worth $20m (£16.1m/€17.9m) in total.

Better Collective will now make a technical and commercial overhaul of the two sites in order to facilitate regulated affiliate marketing and related revenue from states that allow legal online sports betting.

The affiliate giant expects the sites to send traffic to licensed operators from Q3 2019, while the technical/commercial overhaul is set to be complete during H2 2020.

To operate the newly acquired websites, Better Collective has recruited 10 new employees in Florida. This team will work with its existing operations in Nashville, Tennessee, and New York.

“With the acquisition of and, Better Collective is paving the way to expand the position as the market leading sports betting information company to include the US,” Better Collective co-founder and chief executive, Jesper Søgaard, said.

“These two web portals have the potential to become the largest revenue generating assets within Better Collective within the coming years. Furthermore, they have significant synergy effects with our other US-facing assets, not least with our recent acquisition of the Rotogrinders Network.

“I am confident that we, by way of these acquisitions, have put Better Collective in pole position for a market leading position in the US states where online sports betting will be regulated and available.” has been running for over 20 years, with a focus on providing the best picks and insights for the US-based sports audience. dates back to 1997, offering odds comparison and sports statistics services to users in the US.