Better Collective has partnered with PUNCH, a widely-read digital media publisher in Nigeria, kickstarting a new commercial and content media relationship.
Commencing this week, Better Collective will operate a sports betting section on PUNCH’s digital platform, Punchng.com, described by the firm as ‘Nigeria’s number one website’, significantly expanding its reach in the country.
Content will be published in English, providing information on sports betting developments to PUNCH’s readers, utilising the Denmark-founded company’s technology and experience of wagering-themed content creation.
Jesper Søgaard, Co-Founder and CEO of Better Collective, said: “We are very proud to partner with such a well-established news media like PUNCH. Not only will we be partnering with Nigeria’s market leader but this partnership also allows us to establish a presence on the African continent.”
The agreement marks Better Collective’s market entry in the African betting scene, securing launch into one of the continent’s more established markets.
Nigeria is currently home to a mixture of local brands such as BetKIng and SportyBet and international players such as LiveScore Group and Sportingbet.
The deal also poses an opportunity for Better Collective to expand beyond Nigeria’s borders to other African nations as well as PUNCH’s international audience in Europe, Asia and North America.
This builds on Better Collective’s efforts to increase its international reach and visibility, having recently secured access to the newly regulated Massachusetts betting market partnering with global football publisher Goal and Polish sports site Wirtualna Polska (WP).
PUNCH, meanwhile, is just as established as Nigeria’s sports betting sector, having been launched in 1970 as a print publication, now operating a widely-visited digital portfolio encompassing websites, videos, podcasts and social media channels.
Adeyeye Joseph, Managing Director/Editor-in-Chief of PUNCH, added: “We are excited to work with a passionate technology-driven partner like Better Collective. We hope that this partnership will help PUNCH to serve Nigeria’s growing sports betting community with high quality content while also helping our company to further its audience and revenue goals.”