Better Collective acquires Sweden’s for €3.8m

| By Robert Fletcher
Affiliate group Better Collective has announced the acquisition of Swedish online sports betting media platform for €3.8m (£3.2m/$4.5m).

Better Collective completed the acquisition as an asset purchase from Win&Fun Media and will consolidate the acquired asset into its group accounts, with the platform to be managed through its Swedish division.

Jens Carlsson and Ulrik Sandebäck, the former owners of the platform, will continue in consultancy positions at the Better Collective Sweden arm.

Founded in 2008, serves as an online community where sports bettors and tipsters can share betting tips and analysis for sports events. in 2020 generated €1.2m in revenue and posted €900,000 in earnings before interest, tax and amortisation.

“With its strong brand and community of tipsters, is a perfect supplement to our business and a strategically important step for us in strengthening our position in Sweden,” Better Collective co-founder and chief executive Jesper Søgaard said.

“In a year packed with major international sports events like the Euro 2021, the Olympic Games and the Ice Hockey World Championship 2021, will enable us to engage with many more sports fans in the Swedish market.”’s Jens Carlsson added: “I am both excited and proud that we have been able to conclude the sale of our platform to Better Collective. This is a testament to the strength of our site and vibrant community of tipsters and gambling experts in Sweden.

“We become part of a well-managed and responsible company with a strong tradition for investing in its people and platforms – a company with a solid track record, when it comes to further developing sites and communities like”

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