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Better Collective A/S
Founded in 2004 by Jesper Søgaard, Christian Kirk Rasmussen, and Michael Hartmann in Copenhagen, Better Collective started as a straightforward...
Better Collective A/S
Founded in 2004 by Jesper Søgaard, Christian Kirk Rasmussen, and Michael Hartmann in Copenhagen, Better Collective started as a straightforward sports-betting affiliate — building websites that ranked for gambling-related keywords and earning revenue-share from operator partners. The company went public on Nasdaq Copenhagen in 2018, raising capital that it has since deployed into a string of acquisitions, including the German media group Tipico and the US-focused Action Network. The strategy pairs owned-and-operated editorial brands (such as SoccerNews.com and EGR) with performance-marketing technology that places gambling offers in front of targeted audiences. Better Collective serves over 80 operator clients across regulated markets and has expanded geographically to cover the UK, Germany, Spain, Brazil, and the US. In 2023, the firm reported revenue of €317 million, roughly 95% from sports-related gambling affiliate activity. Better Collective employs approximately 1,200 people globally and maintains development centers in Denmark, Lithuania, and the Philippines. The company's acquisition of Action Network in 2021 for $240 million gave it a foothold in the fast-growing US sports-betting market, a segment now contributing roughly 15% of group revenue. In August 2024, Better Collective launched a technology-services division called OddsCast, distributing real-time odds data to partner publishers. The distinctive structural feature of Better Collective is its pure-play public-company format: it is not a family office or private investment vehicle but a stock-market-listed affiliate operator that must report quarterly earnings and compete for capital alongside media and gambling firms. This governance structure separates it from privately owned affiliates that operate with less transparency and no public-market scrutiny.
General information
Firm type
other
Year founded
2004
AUM
Undisclosed
Location
Region
Europe
Country
Denmark
City
Copenhagen
Corporate office
Copenhagen, Denmark
Sector focus
Frequently asked questions
Who runs investment decisions at Better Collective?
The company is led by CEO Jesper Søgaard, one of its original co-founders. Investment and acquisition decisions are made by the executive management team and approved by the board of directors, which includes representatives from major institutional shareholders (per Better Collective annual report, 2023).
How does Better Collective source deal flow?
Better Collective's acquisitions are primarily sourced through direct outreach to privately held gambling-affiliate businesses and sports-media properties. The company traditionally targets operators with strong SEO positions or proprietary content sites that can be folded into its existing network (per company investor presentations, 2023).
Is Better Collective a family office or a publicly traded company?
Better Collective is a publicly traded company listed on Nasdaq Copenhagen under the ticker BECO. It is not a family office; its shareholders include institutional funds, retail investors, and co-founder stakes held by Jesper Søgaard (per Nasdaq Copenhagen listing data, 2024).
Does Better Collective invest in gambling operators directly?
No — Better Collective operates exclusively as a performance-marketing and media affiliate. It does not hold operator licenses, take sports bets, or invest directly in gambling platforms. Its revenue comes from revenue-share agreements and fixed-fee placements with licensed operators (per Better Collective annual report, 2023).
Which sectors does Better Collective explicitly avoid?
Better Collective focuses strictly on sports-related gambling and iGaming. It avoids casino-only operators, lottery sites, and any unregulated or grey-market gambling verticals where license status is unclear (per company responsibility policy, 2024).
How is Better Collective related to Action Network?
Better Collective acquired Action Network, a US-focused sports-betting media company, in 2021 for $240 million. Action Network operates as a subsidiary within Better Collective and provides the group with its largest US-facing brand (per Better Collective investor call, 2021).
What is Better Collective's known posture on co-investments alongside external partners?
Better Collective does not co-invest; it makes wholly owned acquisitions funded by a combination of cash from operations and debt facilities. It has not participated in syndicated investment rounds or SPVs (per Better Collective annual report, 2023).
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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