Better Collective inks content-led deal with The Philadelphia Inquirer
Affiliate adds to expanding media portfolio with Action Network-led agreement
Better Collective has signed a content-led agreement with Pennsylvania-based newspaper and website The Philadelphia Inquirer.
The partnership includes the provision of sports betting-led content, data, and statistics on the Inquirer’s website, which has an audience of more than 10 million monthly visitors.
Content delivery will be achieved via Better Collective’s US-based subsidiary, Action Network, which was acquired by the firm in May 2021, and has since become a key lynchpin in Better Collective’s US strategy.
Action Network and Better Collective’s other North American acquisitions spurred triple-digit year-on-year growth in the firm’s Q1 2022 results, with US revenue rocketing 435% to €31m.
The partnership is expected to formally commence in August.
Better Collective VP and US CEO Marc Pedersen welcomed the deal, highlighting the group’s focus on educating bettors.
“The partnership with The Philadelphia Inquirer will allow us to reach a very large number of potential users, and we are excited to partner with the publication to provide engaging content to a growing audience,” Pedersen said.
Expanding on this, Action Network CEO Patrick Keane added: “This partnership will allow Action to share our unique sports betting insights and premium content to the Inquirer’s readers as they decide what wagers to place.
“We have a deep roster of talented sports betting experts who can now share their insights with a larger audience through this partnership. Action Network is purpose-driven to provide the best content, products, and analytics to inform sports bettors of all levels of experience.”
Better Collective signed a similar content-led partnership deal with The New York Post in January. Last month, the Copenhagen-based affiliate scored its fifth consecutive top spot in the EGR Power Affiliates rankings for 2022.