Denmark-based affiliate Better Collective has announced a global media partnership with Goal, the online football brand, to create sports betting content.

The deal will see Better Collective running the sports betting section of Goal across all the brand’s domains, which is featured in English, Spanish and Portuguese.

Better Collective will also provide Goal with sports betting content, as well as technology and data insights.

Jesper Søgaard, Better Collective CEO and co-founder, said that the deal is the start of bigger things to come from the affiliate.

“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,” said Søgaard. “There is no doubt in my mind that we will be able to benefit from each other’s expertise.”

Goal is owned by FootballCo, which operates other sports brands including Mundial, Spox and Voetbalzone.

James Lamon, FootballCo SVP of content and operations, thinks the deal will give more diversity to readers of Goal.

“We understand fans have a diverse range of interests that collectively form their passion for football,” Lamon said. “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 Better Collective’s first agreement with a digital-only news brand and comes off the back of recent partnerships with The Telegraph and New York Post.

Recent revenue growth

The affiliate company also recently announced increased revenue and growth across the board for its 2022 financial year, following a number of key acquisitions and events such as the 2022 Fifa World Cup.

Better Collective posted 96.2% year-on-year growth for operations, with business activities helping to increase new depositing customers (NDC).

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