Danish-headquartered Better Collective, a company in the business of referring sports bettors to bookmakers for a fee, on Monday made a nearly quarter-billion dollar bet of its own on a sports wagering data/tech platform that’s digging deep roots into fertile legal U.S. sports betting soil.
The first sentence of the news release announcing BC’s acquisition of The Action Network, representing the culmination of a high-stakes auction, strikes partly as a flex. “With the acquisition of Action Network, Better Collective gains clear market leadership within sports betting media and affiliation in the US and now expects to increase its revenues in the US to more than 100mUSD by 2022,” the announcement begins.
Author’s note: Better Collective owns the website Sports Handle.
