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Better Collective completes acquisition of Playmaker Capital

| By Robert Fletcher
Affiliate giant Better Collective has completed its acquisition of Playmaker Capital, just two months after agreeing to purchase the Toronto-based digital sports media business.
Better Collective Playmaker

Better Collective struck a deal to acquire Playmaker Capital in November. The agreement is valued at €176m (£150m/$189m) and was expected to close during the first quarter of this year.

Playmaker is listed on both the TSX Venture Exchange in Canada and the OTCQX in the US. The company counts media brands Futbolsites.net, Yardbarker and The Nation Network among its assets. 

Better Collective, which now takes ownership of these brands, says the deal makes it the market leader within South America. It also says the acquisition strengthens its position in North America.

Better Collective CEO’s excitement over deal

“I’m truly excited for the completion of the acquisition of Playmaker Capital,” Better Collective co-founder and CEO, Jesper Søgaard, said. “This marks a significant step towards our vision of becoming the leading digital sports media group. 

“Over the last few months, we have had great discussions with the management team of Playmaker. These have reinforced my confidence in the combined future of our organisations. 

“I look forward to welcoming the entire Playmaker team and its leading sports media brands to the Better Collective group and to realise the many synergies that lie ahead for our business.”

Playmaker co-founder and CEO Jordan Gnat also welcomed the deal. He said the acquisition by Better Collective marks the next phase of the company’s journey.

“As the teams have gotten to know each other over the past few months, I have been inspired by the cultural fit and the excitement for this opportunity going forward by both teams,” Gnat said. 

“We are as excited as ever to continue this journey. I would like to thank all the Playmaker shareholders for their support of Playmaker. I look forward to their continued support of Better Collective as together we become the leading digital sports media group.”

Ongoing M&A strategy for Better Collective

The Playmaker deal is the latest acquisition for Better Collective. It follows the purchase of the similarly named Playmaker HQ in July 2023 for $54m.

Based in south Florida, Playmaker HQ creates original entertainment and sports content. This includes athlete collaborations and creator talent, with content aimed at the US.

Speaking last year, Better Collective North America CEO Marc Pedersen said the acquisition offers the affiliate a wider audience. Better Collective is also now using Playmaker HQ’s sponsorship sales knowledge to boost monetisation of audiences outside of sports betting.

Also last year, Better Collective acquired Denmark-facing Tipsbladet.dk and Brazilian sports media platform Torcedores.com. Other purchases during 2023 include Swedish brands SvenskaFans.com, HockeySverige.se, Fotbolldirekt.se and InnebandyMagazinet.se, as well as advertising company Skycon Limited.

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