Through Action Network

Better Collective to provide New York Post with sports betting content amid new market

2022-01-21
United States
Reading time 3:20 min

Sports betting media group Better Collective has entered into a commercial partnership with the New York Post to deliver technology and commercial content for online sports wagering through its proprietary sports betting platform Action Network, the business announced on Friday.

Through this newly-signed deal, Better Collective is set “to bring the best in commercial sports betting content” to the publication’s readership of more than 92 million unique users, out of which more than 11 come from New York state, which has begun regulating online betting as of earlier this month.

The agreement is for the delivery of content, data, and statistics for the betting section of the New York Post, explains Better Collective in a press statement. It includes the sports betting group delivering its technology and content for wagering “to educate and empower” the US audience of online bettors and help them navigate “in a market that is growing fast.”

“We believe that educating bettors and iGamers by providing them with relevant information, data and statistics will enhance their betting experience,” said Marc Pedersen, CEO Better Collective US. “The partnership with the New York Post is the biggest media partnership agreement to date for Better Collective. It will allow us to reach a very large number of potential users and we are excited to partner with the New York Post to provide betting and iGaming information to a growing audience.”

Better Collective describes the US market as a key one for its operations, especially given its ongoing growth, with more and more federal states now open for regulated online betting and iGaming. The company has a set of established sports betting brands in the country, including the most recent acquisition of US sports media platform Action Network, in 2021.

Plans of expansion have led the Denmark-based company to expand to the recently opened New York state, where Better Collective is “off to a great start” with the current five operators that have already launched their offerings there, and the expected entry of an additional four operators as soon as they meet regulatory requirements.

Having entered the market -expected to become one of the US biggest, if not the largest- and signed deals with its operators is seen as a landmark achievement by the company. It “underlines Better Collective’s strong position in the US mobile sports betting market,” which is now further strengthened by the newly-announced media partnership.

"The New York mobile launch was the biggest weekend in Action Network history,” Patrick Keane, CEO of Action Network. “We look forward to providing our unique sports betting insights, data and content to the New York Post readers as they decide on placing wagers with sportsbooks."

According to provider of regulatory intelligence for the gaming industry Vixio, the US sports betting market is expected to grow from a Gross Gaming Revenue of about $2.5 billion in 2021 to nearly $5.8 billion by 2023, while by 2030 it is expected to exceed $40 billion GGR.

This expected exponential growth presents an opportunity for Better Collective. By 2022, the company expects that its revenue from the US will exceed $100 million. With the continued regulation of states and the addition of new operators, it expects growth to continue “for years to come.”

The commercial relationship with the New York Post is set to provide Better Collective and Action Network with an additional marketing channel “to operate, market and manage customer contacts” to the betting operators within the country.

The company entered its first media partnerships in 2019, and has since “refined the concept” to reach breakthroughs in performance, as well as the addition of three new partnerships last year. In the case of this new one, the details of the financial terms are to remain undisclosed, states the company, and Better Collective will be responsible for the monetization of the joint business and will hold and own accounts with the betting operators.

“We are looking forward to bringing better sports betting content and utility to the best sports fans to continue our commitment to deliver unrivaled sports coverage,” said Brad Elders, COO of the New York Post. “Better Collective’s innovative tools and informative content will provide our fans with the best resources to navigate sports betting with ease.”

The partnership agreement is expected to be operational from January 21, 2022. The financial impact will be included in the financial targets for 2022 that will be published in connection with the company’s Full Year Report for 2021, according to a press statement.

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