Better Collective inks global media partnership with Goal

Better Collective has penned its first global media partnership with football news site Goal.

The new deal launches immediately and will see the Stockholm-listed affiliate run the sports betting section of the Footballco-owned site.

Better Collective will also provide commercial sports betting content, innovative technology and data insights as part of the deal.

Goal serves 64 million fans monthly and has content in English, Spanish and Portuguese.

This is the first deal that Better Collective has signed with a purely digital media outlet.

Jesper Søgaard, co-founder and CEO of Better Collective, said: “Partnering with such a well-recognised and renowned media like Goal perfectly aligns with our media partnership strategy and our overall strategy of becoming the leading digital sports media group. There is no doubt in my mind that we will be able to benefit from each other’s expertise.”

James Lamon, EVP of content and operations for Footballco, added: “We understand football fans have a diverse range of interests that collectively form their passion for football. For many, betting is a part of that passion. We’re excited to work with Better Collective to offer our fans higher quality stats, analysis and tips to enhance their betting experience”.

This is one of many media partnerships that Better Collective has with other news media partnerships including The Telegraph and The New York Post.