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Better Collective acquires four Swedish sports media brands

| By Dan Kleiner
Better Collective has announced the acquisition of four sports media brands from Everysport Group for €3.7m (£3.18m/$4.04m).

Better Collective has added SvenskaFans.com, HockeySverige.se, Fotbolldirekt.se and InnebandyMagazinet.se to its list of sport media brands.

The Denmark-based affiliate said the acquisition is in line with the company’s strategy to become the leading digital sports media group.

Across the four purchases, Better Collective will gain a range of sports media and audiences, with SvenskaFans covering top-tier football and ice hockey in Sweden and monthly visits of around five million. 

HockeySverige.se is a global hockey-prominent news site featuring news and reports with around 2.2 million monthly visits.

Fotbolldirekt.se is a football outlet covering both Sweden and global leagues with 1.1 million visits. InnebandyMagazinet is also a football brand with 500,000 monthly visits and like the other three sites earns monetisation through advertising.

An important pillar

Jesper Søgaard, CEO of Better Collective, has called these acquisitions an important pillar in Better Collective’s strategy to acquire leading national sports media “with strong brands and a loyal and returning following”. 

“That’s why these sports media brands fit perfectly into our portfolio,” he added. “We expect the media to deliver additional growth for our business in Sweden, adding to our leading market position within affiliation and expansion towards general advertisement.”

Søgaard went on to further say that the company is excited “to bring onboard one of the strongest sports news teams in Sweden and make them part of Better Collective”.

“With our vision to become the leading digital sports media group, we want to be the go-to partner for any brand wanting to gain exposure and engagement among sport fans. This acquisition takes us one step further on that journey. “

Successful development

CEO of Everysport Group, Hannes Andersson, believes the performances of the sites leading to the sale represent success.

“We are proud to have developed the websites into some of Sweden’s largest news media in their respective sports,” he says.

“In addition, we have successfully commercialised the brands and in all cases also turned a negative financial development into good profitability. 

“Today’s deal confirms Everysport’s digital innovation and execution capabilities and is a logical next step for both the brands and the group. 

Andersson concluded by adding that the company is convinced that Better Collective “is a strong and long-term owner who will continue to develop the brands in a meritorious way. We wish both them and the employees all the best.”

New European editor

Better Collective recently announced the appointment of René Schrøder for its European editor role. Schrøder will oversee the company’s European sports media brands and will aim to enhance its position in the European markets.

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