iGB Affiliate 94_iGBAL 2024 iGB Affiliate 94_iGBAL 2024 | Page 41

“ One of the profiles we are targeting and recruiting now is journalists ”

SPORTS MEDIA this model is going ,” notes Rasmussen , “ so it came very naturally within the last few years that we can really expand the business in this way and take so much more of the audience within sports .”

GOING MAINSTREAM
Anyone keeping a close eye on Better Collective ’ s newsflow over the past months could tell you that they are amassing a strong collection of traditional media partnerships . From Nigerian news outlet Punch to Polish portal Wirtualna Polska and the globally recognised football site Goal . com , the strategy is gathering momentum , with all enabling
Better Collective to provide mainstream audiences with sports betting content on the partnering sites .
“ I think we launched the first partnership four years ago and it ’ s just been accelerating since then ,” says Rasmussen . “ We have a lot of resources on that track at the moment and we ’ re here to deliver value to all parties so it ’ s
“ One of the profiles we are targeting and recruiting now is journalists ”
CHRISTIAN KIRK RASMUSSEN definitely a future we ’ re investing in , that ’ s for sure .”
The ultimate goal for the affiliate juggernaut ? Something that would have seemed lofty just five years ago : “ What we are striving for now is to become the ESPN of the world . That ’ s where we are going and where our eyes are now .”
A company not afraid of snapping up the odd business or two , Better Collective proudly boasts of making 30 acquisitions since 2017 and has already started targeting sports media brands in line with the new strategy .
“ One example of a pure sports media acquisition is Soccernews . nl in the
iGB AFFILIATE LONDON 2024 • ISSUE 94 • 41