Better Collective strikes commercial partnership with The Daily Telegraph

Better Collective has sealed a revenue-share affiliate agreement with UK newspaper The Daily Telegraph.

The commercial relationship, which will be co-branded with Better Collective’s flagship product bettingexpert.com, will produce content across Telegraph Media Group’s non-editorial products.

The Copenhagen-based affiliate will send The Daily Telegraph users to UK Gambling Commission-licensed betting and casino operators, with future revenues split between the two parties.

The Daily Telegraph will also receive a fixed licence payment as part of the deal.

Better Collective CEO Jesper Søgaard

Better Collective CEO Jesper Søgaard said: “We aim to make sports betting and gambling entertaining, transparent and fair, and a partnership with a world class brand like The Daily Telegraph allows us to empower millions of UK online bettors.

“This innovative commercial partnership – in my mind – very well illustrates the future of the fierce media market.

“I think we will see more ventures like this, and we will definitely be able to benefit from each other’s expertise.

“I am very proud that The Telegraph Media Group has chosen us to assist them in developing their business,” he added.

Better Collective has opened a new office in Stoke to help launch the new partnership, to be run by head of business development Karl Pugh.

The affiliate’s media partnership division will be overseen by director of group media Simon Hovmand-Stilling, who was previously the editor in chief of Metroxpress Denmark.

In 2017, The Telegraph partnered with Fresh8 Gaming to boost its affiliate referrals after recording five-figure FTD registrations during the fight between Floyd Mayweather and Conor McGregor.

The newspaper also operates real-money and free-to-play betting games alongside its traditional fantasy football product in the past. The so-called Telegraph Predictor site is powered by i-pools.