Better Collective teams up with UK's Daily Telegraph

19 September 2019

Better Collective has entered into a major new strategic commercial partnership with leading UK national newspaper, The Daily Telegraph.

Under the terms of the deal, the developer of digital platforms for bookmaker information will deliver its technology and commercial content for sports betting and casino across the newspaper group’s non-editorial products.

The importance of the deal for Better Collective is underscored by its decision to set up a new UK office with a media partnership division.

Stockholm-listed Better Collective said the commercial relationship, which will be co-branded with its flagship product Betting Expert, provides it with an additional marketing channel to operate, market, and manage customer contacts to betting and casino operators holding UK betting licences.

The Daily Telegraph will receive a fixed licence payment and all future revenue generated will be split between the parties balanced in favour of Better Collective.

“Better Collective is all about transparency," the company's chief executive Jesper Søgaard said. "We aim to make sports betting and gambling entertaining, transparent and fair, and a partnership with a world class brand like The Daily Telegraph allows us to empower millions of UK online bettors.

“This innovative commercial partnership – in my mind – very well illustrates the future of the fierce media market. I think we will see more ventures like this, and we will definitely be able to benefit from each other’s expertise.”

In connection with the agreement, Better Collective has established a new office in Stoke, UK that will be run by Karl Pugh, head of business development. The media partnership division will be headed by former editor in chief of Metroxpress Denmark, Simon Hovmand-Stilling, who joined Better Collective in 2018 as director for group media.

“We are excited to be partnering with Better Collective and look forward to a prosperous commercial relationship for years to come,” Telegraph managing director for commerce Nicolas Gaertner added.

Earlier this month Better Collective completed the latest in a string of acquisitions when it agreed a deal of up to £2.2m (€2.4m/$2.7m) for the purchase of online gambling information website MyBettingSites.co.uk.