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Action Network’s Parent Inks NY Post Sports Betting Deal


As its home state mobile sports betting market explodes, the New York Post has inked a deal that brings Action Network’s sports betting platform to an audience of nearly 100 million. [Image: Shutterstock.com]

Largest-ever media partnership deal

Sports wagering media giant Better Collective, the parent company of Action Network, has inked its largest-ever media partnership deal via a commercial agreement with the New York Post.

Denmark-based Better Collective shared news Friday of its deal with the Post via Twitter:

With the deal, content, data, and statistics from Better Collective’s sports betting platform, Action Network, will reach the Post’s audience of over 92 million unique users. Over 11 million of those users will come from the recently regulated New York state market.

educate and empower […] online bettors”

According to an official news release, Better Collective’s sports betting content and technology will “educate and empower […] online bettors” in navigating the rapidly expanding US online wagering and iGaming market.

While Better Collective did not divulge the financial terms of the deal, the company stated it would be responsible for the “monetization of the joint business, and will hold and own accounts with the betting operators.”

Enhancing bettor experience

In its news release, the sports media firm said the commercial relationship with the Post gives Better Collective and Action Network an extra marketing channel, which they will use to market, operate, and manage customer databases to US-based betting operators.

In May 2021, Better Collective inked an agreement to acquire the Action Network platform for $240m, the biggest deal in the European super-affiliate’s history. The Action Network platform offers extensive sports betting analysis and data. As a new digital start-up established in 2017, Action Network raised $17.5m in funding in 2019, with notable investors including Fertitta Capital, and Chicago Cubs owner 6721 Capital. In March 2020, it made history by inking a deal with The PGA Tour in which the sports media firm launched GolfBet.com, a sports betting content site it operates for the golf organization.

Better Collective US CEO Marc Pedersen said his firm believes that furnishing iGamers and bettors with pertinent information, statistics, and data enhances their wagering experience. He added the Post deal will allow his brand — which forecasts its US revenue to top $100m by 2022 — “to reach a very large number of potential users [and] provide betting and iGaming information to a growing audience.”

the best resources to navigate sports betting with ease”

New York Post COO Brad Elders underlined his publication’s commitment to providing sports fans with “unrivaled sports coverage.” That vision aligns with Better Collective’s technology and content, which Elders said “will provide our fans with the best resources to navigate sports betting with ease.”

All eyes on New York

As a long-standing American media brand established in 1801, the Post gives Better Collective significant home turf buy-in to the lucrative New York online sports betting market.

Upon launching January 8, New York made history as the most populous US state to roll out mobile sports wagering. Over its debut weekend, New York raked in $150m in online sports betting handle. Recent data released by geolocation technology firm GeoComply revealed New York generated 17.9 million sports betting transactions during the Martin Luther King Jr. holiday weekend alone.

Action Network CEO Patrick Keane said the launch of the regulated online New York market represented “the biggest weekend in Action Network history.” The CEO added his firm was looking forward to providing Post-reading sportsbook users with “unique sports betting insights, data and content.”



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