Better Collective will provide the Boston Globe-owned organisation with betting odds, tips, analysis, as well as direct links to a variety of sports betting platforms – with Better Collective subsidiary VegasInsider co-branding the offered content as a provision of the deal. The partnership is set to be operational by the start of the NFL season before the end of August.
Kayvan Salmanpour, chief commercial officer of Boston Globe Media, said: “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,” he said.
“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.”
The deal follows Better Collective’s similar betting content deal with German multi-channel sports network Sport1 to provide content to the brand’s Sport1.de website.
Better Collective US CEO Marc Pedersen elaborated on Boston’s potential for growth as a large sports betting market: “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.
“Better Collective has experience in producing data, betting tips, and sports content of high quality to 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.”
The business also partnered with the New York Post in January – agreeing to provide content to the betting section of the tabloid’s website.
Chris David, SVP of operations and marketing at VegasInsider added: “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.”
Better Collective revenues have risen significantly since 2021 as revenue sharing agreements and new depositing customers hit record heights, with the business’ Q1 financial report showing a 73.7% increase in revenue year-on-year for the three-month period ending 30 March. The business’s Q2 report showed that the strong performance continuing, as it outlined an additional 56.6% revenue growth for the 6-month period ending 30 June.