Yahoo Sports Adds Better Collective Betting Tools for 100M+ Users
Better Collective and Yahoo Sports announced the partnership on September 10. Yahoo will use Better Collective data across its sports products and content, while its betting hub will gain access to the company’s Playbook technology.
Playbook allows users to compare odds, research games and open betslips that deep link to licensed sportsbook operators. Selected Action Network articles and video analysis will also appear alongside Yahoo Sports’ own betting coverage.
Playbook Adds a Direct Route to Sportsbooks
The Playbook part of the deal is more than a content distribution arrangement. Yahoo Sports users will be able to compare odds and follow links directly to licensed sportsbooks from the platform.
Better Collective Co-Founder and Co-CEO Jesper Søgaard said the partnership creates new opportunities for the company’s sportsbook partners while combining its betting technology and Action Network content with Yahoo’s reach.
That distribution fits directly with Better Collective’s performance-based business. Its 2025 annual report shows that revenue share accounted for 47% of group revenue last year and CPA for another 24%.
The company has also been shifting more of its North American business toward revenue-share agreements. Better Collective reported €17 million in pure North American revenue-share income for 2025, above its original €10 million to €15 million expectation.
That gives Better Collective another place to reach users who are already looking at games and odds. It also takes the usual affiliate tools (odds comparison and sportsbook links) beyond Better Collective’s own betting sites.
Action Network Moves Into Yahoo’s Betting Hub
The content side of the agreement gives Action Network additional distribution outside Better Collective’s own properties. Yahoo Sports will carry selected editorial content and video analysis from the brand in its betting hub. That material will supplement Yahoo’s existing betting coverage, which is led by senior sports betting analyst Ben Fawkes.
Yahoo says more than 100 million fans use Yahoo Sports each month. Better Collective described the partnership as a combination of that reach with its own betting data, technology and specialist content.
No financial terms or duration for the agreement were disclosed.