Better Collective has agreed to a content partnership with Boston.com, the digital destination of media organization Boston Globe Media.
Under the terms of the agreement, the sports betting media group will deliver betting odds, useful tips for upcoming games, and analysis of teams and players to Boston.com readers, as well as direct links to sports betting platforms to place wagers.
The Better Collective-Boston.com partnership follows Massachusetts becoming the 36th US state to legalize sports betting earlier this month.
“We are thrilled to partner with Better Collective to provide Boston.com’s millions of readers with a holistic one-stop resource for all the data and information they crave as some of the world’s most passionate sports fans,” commented Kayvan Salmanpour, Chief Commercial Officer of Boston Globe Media.
“Boston.com provides readers with the best in class content, data, and statistics through its award-winning sports coverage and now will be a hub for information on the exciting world of sports betting.”
Expected to be operational before the end of this month, the partnership will be co-branded with Better Collective’s subsidiary, VegasInsider, which offers betting markets and content for all types of bettors.
Chris David, SVP of Operations & Marketing at VegasInsider stated: “This partnership gives our talented sports betting analysts and experts a larger audience.
“We look forward to sharing our unique insights and premium content with the readers of Boston.com as they decide what wagers to place. VegasInsider is dedicated to providing the best content, media, products, and analytics to inform sports bettors of all levels of experience.”
Better Collective has already agreed to similar content deals with other media organizations over the past few months, including with the Chicago Tribune and the Philadelphia Inquirer.
“Boston is the home of several great sports teams, all with huge crowds of enthusiastic fans, and we expect Massachusetts to become among the biggest markets for sports betting in the US,” noted Marc Pedersen, SVP and CEO of Better Collective US.
“Better Collective has experience in producing data, betting tips, and sports content of high quality for sports fans that want to learn more about their favorite sport before they place a bet. We look forward to presenting all this to the sports fans among the readership of Boston.com.”
Better Collective also recently published its financial results for Q2 2022, reporting year-over-year revenue growth, but EBITDA down compared to the previous year.
Reflecting on the results, CEO Jesper Søgaard noted that “Q2 was a productive quarter,” adding that the company’s US business performance is “in line” with its strategy “to continue large scale investments” in what is becoming its largest single market.