Stockholm-listed industry affiliate Better Collective AB has made new US market inroads after undertaking a ‘technology and content’ led partnership with NJ Advance Media LCC.
The strategic partnership will see NJ Advance’s New Jersey news platform NJ.com integrate Better Collective content and technology provisions, delivered through Better Collective’s flagship bettingexpert.com platform.
The collaboration sees Better Collective content and information power New Jersey’s largest digital daily news site as Better Collective seeks to ‘educate and empower the New Jersey audience of online bettors and help them navigate in a market of rapid growth’.
Jesper Søgaard, CEO of Better Collective, said: “We aim to make sports betting and gambling entertaining, transparent and fair, and a partnership with a big brand like NJ Advance Media LCC and nj.com, which is clearly the go-to site for news and entertainment in New Jersey, allows us to empower millions of American online bettors, which is one of our key objectives.
“This innovative partnership – in my mind – very well illustrates the future of the fierce media market. I think we will see more partnerships like this, and we will definitely be able to really benefit from each other’s expertise. I am proud that NJ Advance Media LCC has chosen us to assist them in developing their business.”
Danny Ortiz, VP of Strategy and Innovation at NJ Advance Media LCC, added: “We are excited about our new partnership with Better Collective and the value it will provide our readers. As online gaming becomes more prevalent in New Jersey, it was important for us to partner with someone whose core values align with ours.
“Better Collective was the clear choice because of their proven responsibility to journalistic standards, compliance and their commitment to fighting gambling addiction. We look forward to a long-standing partnership.”
In connection with the transaction, Better Collective has established an office in New York. The partnership is the first of its kind set up by Better Collective. The media partnership division will be headed by former editor in chief of Metroxpress Denmark, Simon Hovmand-Stilling, who joined Better Collective in late 2018 as Director Group Media Sites.