Better Collective, a prominent sports betting media group based in Copenhagen, has announced its acquisition of Canada's Playmaker Capital in a cash and stock deal valued at €176 million ($188 million).
This strategic move is set to significantly expand Better Collective's reach, nearly doubling its audience worldwide and solidifying its position as a leader in the sports media market, particularly in the Americas.
The deal, Better Collective's second-largest acquisition to date, follows its successful ventures in North America, including the purchase of Action Network in 2021 and other sports betting-focused sites like Rotogrinders Network, VegasInsider.com, and ScoresandOdds.com.
The acquisition of Playmaker Capital, known for its popular sports media brands such as Yardbarker and The Nation Network, is expected to bolster Better Collective's presence in North America and make it a market leader in South America.
Better Collective CEO Jesper Søgaard highlighted the significance of this acquisition, stating, "This partnership will significantly grow our audience and reach a larger segment of generalist sports fans."
The deal includes the integration of Playmaker Capital's paid media division, Wedge, into Better Collective's existing paid media operations, enhancing their advertising placement capabilities.
This move comes amid the continued growth of sports betting in the United States, with over 30 states legalizing the practice since the U.S. Supreme Court's decision in 2018. Companies like Better Collective play a crucial role by referring readers to online sportsbooks, facilitating the industry's expansion.
The acquisition is currently pending regulatory approval in Canada and is anticipated to conclude in the coming months. Better Collective's continuous expansion reflects the thriving landscape of sports betting media, which has proven to be a lucrative sector in the digital publishing industry.