Better Collective moves into affiliate M&A space acquiring SportFreunde portfolio

Jesper Sogaard

Better Collective, the operating company of leading European sports betting portal bettingexpert.com, has moved into the M&A space acquiring Austrian competitor Hebiva Beteiligungen GmbH, the owner of affiliate SportFreunde Informationsdienste GmbH (“SportFreunde”).

The deal sees Better Collective acquire all SportFreunde’s existing affiliate portfolio, which includes popular German language websites  wettfreunde.netsportwettentest.net, and fussballportal.de.

Completing the deal, Better Collective management detailed that SportFreunde assets would significantly strengthen the firm’s industry inventory, as it sets itself the ambitious target of growing 50% year-on-year.

A pleased Jesper Søgaard, Founder and CEO of Better Collective commented on the acquisition: “We are moving full steam ahead with our M&A strategy, and we are proud to announce that SportFreunde is joining us. This step reinforces our position as a leading affiliate in the industry.

“What the team at SportFreunde has achieved with their approach to creating in-depth content is greatly appreciated by the German-speaking community, and we are looking forward to extending this approach to our other platforms to appeal to even more users.”

Detailing further insights, Better Collective management stated that SportFreunde’s high quality content combined with daily in-depth journalism aligned with the core values that have made bettingexpert a leading industry portal.

Heinz Patzelt, Managing Director of SportFreunde backed Better Collective as new owners: “We are incredibly proud of what we have achieved at SportFreunde, and are very pleased that Better Collective recognises the quality of our work.

“We are excited to be joining the Better Collective family, and look forward to expanding SportFreunde and Better Collective’s reach by integrating our content to Better Collective’s well established global platform.”

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