Better Collective nets dual acquisition as Irish Racing joins portfolio

Better Collective has splashed the cash on two separate sports betting acquisitions having sewn up deals for zagranie.com and irishracing.com.

The Copenhagen-based affiliate firm has expanded its presence in Poland with the acquisition of Zagranie, a leading sports media brand founded in 2017.

In a separate transaction, Better Collective has bought Irish Racing, widely considered to be the leading horseracing news platform in Ireland.

Founded in 1997 by the Irish Times, Irish Racing has been an integral part of the Irish horseracing landscape for more than two decades.

The platform provides comprehensive coverage and content of Irish, British and international horseracing throughout the year with more than 20 years of historical content and data.

Better Collective CEO Jesper Søgaard said: “The two platforms are strongly positioned within their individual niche and are established as go-to destinations for sports and racing fans in core markets.

“Due to their dedicated focus on great quality content, we saw a natural fit between the two brands and our group and strategic ambitions and look forward to growing our global footprint with the two new platforms on board,” he added.

Better Collective suggested the undisclosed transactions were “immaterial” from a financial perspective and would not impact the firm’s financial forecasts.

Better Collective also acquired UK-centric paid media casino affiliate Atemi Group in October.