Better Collective finalises acquisition of Action Network

Better Collective has acquired Action Network, a leading US sports betting media platform, for 240 million USD. This joint venture should help both companies to secure a stronger position in the US gambling market, which continues to grow exponentially.

Following on from the acquisition, Better predicts its revenues will increase by over $100 million in 2022. Action’s media platforms provide premium insights, original sports new content, patented betting tools, and deep menus of odds. As well as this, its revenue model includes an affiliate marketing business, which helps betting operators with customer acquisition alongside subscription products.

Leading position within affiliation in the US

“I am thrilled to welcome Action and its employees to Better Collective. This acquisition, which is the largest in Better Collective’s history, gives us a leading position within affiliation in the US and a strong foundation for profiting from the continuous regulation of the US betting market,” said the company’s CEO, Jesper Søgaard.

He continued: “We add three new, very well positioned US sports media brands to our portfolio and welcome around 100 new colleagues, together representing an invaluable pool of knowledge and expertise on the US sports betting media market. By all accounts, this is a great day for Better Collective.”

Enhancing the betting experience for US sports fans

Patrick Keane, the CEO of Action, was equally thrilled: “Today marks a great achievement in the history of Action. In just a few years, our team has managed to build a leading sports betting product and media business in the US market, making us attractive to a leading international player.”

“Under Better Collective’s ownership, we become part of a company with many years of experience and all the resources necessary to further grow our position and develop our offering, to ultimately enhance the betting and entertainment experience for sports fans. We gain new colleagues, career paths and perspectives. I’m looking very much forward to the journey ahead.”

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