To become part of group on Oct. 2

Better Collective acquires Danish sports media for $6.9M

Jesper Søgaard, Co-founder & CEO of Better Collective
Reading time 2:18 min

Digital sports media group Better Collective is strengthening its presence in its home market of Denmark by acquiring, a soccer media that produces content for Danish sports fans. The transaction is valued at $6.9 million (EUR 6.5 million).

The total purchase price will be  EUR 6.5 million on a cash and debt-free basis paid in three installments and will be financed with cash. Better Collective estimates that the post-synergy 2024 EBITDA multiple will be below 5x. The 2023 financial targets remain unchanged following the acquisition.

For 75 years, Danish media Tipsbladet has been covering sports news from across the world, notes Better Collective. Over time, it developed from publishing a printed magazine to distributing soccer content across digital channels. From October 2nd, 2023, becomes part of Better Collective. 

Jesper Søgaard, Co-founder & CEO of Better Collective, said: "I am very proud that we have acquired Tipsbladet, which for 75 years has been a go-to sports media for many Danes that want to engage with prime soccer content. The acquisition fits perfectly with our vision to become the leading digital sports media group and our strategy to acquire strong media brands with a loyal audience."

"I look very much forward to welcoming the dedicated editorial team at Tipsbladet to the Better Collective group and I am convinced that together we can further elevate the content that for years has excited so many Danish sports fans. ”

Founded in 1948, Tipsbladet is the oldest soccer magazine across the Nordics. Since 2000, the digital edition,, has developed into one of the leading digital sources for soccer-related content such as news, articles, match previews, betting tips, videos and analysis with a monthly audience of around 6.8 million visits and more than 110 thousand followers across Facebook, X/Twitter, Instagram and TikTok.

Henrik Stegger Nielsen, former owner of Tipsbladet, said: “Since 2007, when I acquired Tipsbladet, I have worked hard to make it a healthy and sustainable business. I have succeeded, and I could hardly imagine a better buyer for Tipsbladet than Better Collective. I know that they will both take good care of Tipsbladet and, with their ambitions and competencies, develop it even further,"

Henrik Stegger Nielsen joins Better Collective together with all current employees at Tipsbladet. Allan Olsen, Editor in Chief at Tipsbladet, said: “For Tipsbladet and its employees, this is a fantastic event. Even though we have experienced lots of growth and great numbers on the bottom line in an otherwise pressured media world, there is no doubt that Better Collective can help push Tipsbladet's growth even further."

"We will continue to deliver strong football stories, but with Better Collective behind us, we can really make the content live on many more platforms and reach a wider audience.”

According to Better Collective, acquiring enables the group to increase its presence in Denmark to further leverage its position as a key partner for advertisers in the market.

Esben Skou Vinther, VP of Europe at Better Collective, said: ”As a trusted sports media, Tipsbladet and its employees have built a unique position in the Danish sports market and is a media that will supplement our Danish media portfolio in a great way."

"We intend to invest in the development of to further strengthen the content across digital channels. In doing so, Tipsbladet will become an even more attractive advertisement partner for businesses that aim to activate their brand in a relevant and engaging sports context”.

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