Better Collective adds to Illinois footprint with Chicago Tribune media deal
Affiliate looks to midwest gains through sportsbook agreement with newspaper group
Better Collective has agreed a marketing-led affiliate partnership with Illinois-based newspaper The Chicago Tribune.
Under the terms of the partnership, Better Collective will provide odds, tips on upcoming games, and analysis to the chicagotribune.com website, as well as direct links to sportsbook platforms operating in the state.
The deal will be co-branded with Better Collective’s Action Network subsidiary, which will provide content, proprietary tools, and in-depth analytics aiming to help bettors make smarter wagers.
The agreement is expected to be operational by mid-August in time for the start of the NFL season in September.
Better Collective VP and CEO of US Marc Pedersen welcomed the partnership.
“The midwest and Chicago have so many great sports fans of different types of sports. We are very happy that we can bring engaging content, data, and tips to dedicated readers of The Chicago Tribune that want to learn more about sports and sports betting,” Pedersen said.
Better Collective has partnered with two other newspaper groups through its Action Network subsidiary, agreeing a deal with The New York Post in January and a deal with The Philadelphia Inquirer last month.
Founded in 1847, The Chicago Tribune is the flagship title of the Chicago Tribune Media Group (CTMG), one of the largest news organizations in the midwest. It has an audience of more than 18 million people.
CTMG publishes six daily suburban publications, including the Daily Southtown, Post-Tribune, Naperville Sun, Lake County News-Sun, The Beacon-News and The Courier-News, as well as more than 30 weekly community publications.
The CTMG portfolio also includes Chicago magazine, and other digital brands, products, and services.
“Our readers depend on The Trib for sports news and information and the recent expansion of legalized sports gambling in our readership area makes this partnership with Better Collective a timely way to serve our readers,” The Chicago Tribune executive editor Mitch Pugh said.