Better Collective Company Profile – Digital Sports Media, Affiliation & Global Reach
Overview
Better Collective is a global digital sports media group operating a portfolio of leading national and international sports content brands. Through expert editorial content, data insights, and community engagement tools, Better Collective connects sports fans with transparent, educational, and entertaining betting information. The company plays a central role in performance-based marketing within the sports betting and iGaming sectors.
Key Business Facts:
- Industry: Digital Sports Media, iGaming Affiliation, Performance Marketing
- Key Products/Services:
- Sports media brands (e.g., HLTV, FUTBIN, Action Network, VegasInsider, Bettingexpert)
- Odds comparison, betting tips, editorial content
- Video, podcasts, and fan communities
- Affiliate marketing and lead generation for sportsbooks
- Ownership: Public company (Nasdaq Stockholm: BETCO / Nasdaq Copenhagen: BETCO DKK)
- Employees: 1,500+ (as of 2024)
- CEO: Jesper Søgaard
- Monthly Visits: 450 million+ across all brands
Mission and Business Focus
Better Collective’s mission is to excite sports fans by delivering high-quality, engaging content and tools that promote informed and responsible betting. Its vision is to become the world’s leading digital sports media group through scale, community, and trust.
Company History & Founders
Year Founded and Evolution
| Year | Milestone |
| 2004 | Founded in Denmark by Jesper Søgaard and Christian Kirk Rasmussen |
| 2008 | Achieved €800,000 in revenue |
| 2017 | Began M&A-led expansion; 20+ acquisitions to date |
| 2018 | Listed on Nasdaq Stockholm |
| 2019 | Entered US market via acquisition of Action Network |
| 2023 | Reported €326.7 million in full-year revenue |
| 2024 | Acquired AceOdds (UK) for ~£36M |
Key People / Founders
- Jesper Søgaard – Co-Founder & CEO
- Christian Kirk Rasmussen – Co-Founder & COO
Licensing & Regulatory Info
Active Gaming Licenses
Better Collective does not hold gambling operator licences, as it functions as a media and affiliate company.
- Affiliate Registrations: Operates under required affiliate licenses in jurisdictions like the US and UK
- Content Rights Agreements: Holds distribution and data usage agreements with rights holders
Regulatory Bodies & Compliance Measures
- Key Regulators: UK Gambling Commission, US state regulators, EU digital authorities
- Compliance Priorities:
- Responsible gambling advertising compliance
- GDPR and international data protection laws
- Editorial integrity and transparency in betting-related content
- Ethical business practices under an internal Code of Conduct
Offices & Headquarters
Main Office Locations
| Office Type | Location |
| Global HQ | Toldbodgade 12, Copenhagen K, DK 1253, Denmark |
| Regional Offices | London (UK), New York & Miami (USA), Belgrade (Serbia), Athens (Greece), Kraków (Poland), São Paulo & Rio de Janeiro (Brazil), Mexico City (Mexico), Hong Kong, Edmonton (Canada) |
Global Reach
- Operations in 20+ global offices
- Content available in multiple languages
- Active presence across Europe, North America, Latin America, and Asia
- 450M+ monthly visits across portfolio of brands
Business Partnerships
Platform and Software Providers
- Proprietary Tech: In-house content, analytics, and performance tracking platforms
- Cloud Services: Uses cloud infrastructure for scalable publishing and user data delivery
- Data Partners: Collaborates with sports data providers to power real-time insights
Operator & Affiliate Networks
- Media Partners:
- Goal (global football content)
- The Daily Telegraph (UK)
- New York Post (USA)
- SPORT1.de (Germany)
- PUNCH Nigeria
- Wirtualna Polska (Poland)
- Sportsbook Partners:
- Works with leading licensed betting operators globally (e.g., DraftKings, bet365)
- Revenue share, CPA, and hybrid acquisition models
- Strateg
