A better collective to provide sports betting data to the German sports broadcaster

Published on: August 10, 2022, 09:46.

Last update: 10 August 2022, 09:46.

A leading German sports broadcaster is helping to create a stronger relationship between sports media and sports betting. Sport1 and its gaming subsidiary Magic Sports Media bring in Better Collective to provide new content for its platform.

Better Collective founders Christian Kirk Rasmussen, left, and Jesper Søgaard
Better Collective founders Christian Kirk Rasmussen, left, and Jesper Søgaard in a company photo. Better Collective continues to expand its sports betting data footprint by adding two new offerings this week. (Image: Better Collective)

Denmark-based Better Collective will provide the broadcaster with sports betting content, data and statistics, according to a press release. For its part, Sport1 will provide the information through a new sports betting section it is building on its online portal.

The basis for the multi-year agreement is to include sports betting data in the same location where sports fans get their news. Sport1 claims to have approximately nine million unique visitors to its platform each month.

Sports Media continues to bet on the hug

A sports media company integrating sports betting data is not a new concept. However, the idea began to gain momentum after the US Supreme Court struck down PASPA in 2018. This led to a number of high-profile settlements between media and sports betting operators in the US market, as well as international.

The trend has continued ever since, with Sport1 becoming the latest. Better Collective’s Wettbasis brand will help facilitate the new partnership by collaborating on the delivery of content on the broadcaster’s website.

Sport1 has already made an entry into the gaming ecosystem through its subsidiary Magic Sports Media. The latter offers marketing and sales options to operators, media companies, sports leagues and more, focusing on sports betting, poker, casino and lottery activities.

With our new offering and Better Collective’s innovative tools, we will provide sports betting fans with engaging content on our digital platform to increase their betting success rate.”, said Sport1 General Manager Matthias Kirschenhofer.

The timing of the release is appropriate. Better Collective is already starting to provide its data to Sport1, just a few weeks after the start of the Bundesliga season. In addition, the English Premier League season is here and the NFL season begins to see preseason games this week.

In addition, the World Cup is coming up in November. All promise to be hugely popular events for sports bettors.

Second high score this week

The deal with Sport1 was one of two big scores for Better Collective this week. Last year, it announced it would buy Action Network for $240 million. Since then, it has positioned its resources in the US market and has just added The Chicago Tribune to its portfolio.

Better Collective announced yesterday that it has signed a new media deal to provide sports betting content. The Chicago Tribune, a multiple Pulitzer Prize winner, has approximately 18 million unique visitors each month, giving Better Collective and Action Network significant exposure.

The final touches to the agreement are now being implemented. When ready, Better Collective will offer odds, game tips and analysis, as well as access to sports betting platforms, through the publication. The deal should be finalized in the next few days.

The news helped send Better Collective stock higher. As a result, trading on the NASDAQ Stockholm exchange, it opened today at SEK 146 ($14.54). It rose to SEK 153.5 ($15.29) by 3pm local time.

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