BETTER COLLECTIVE & CATENA MEDIA SPLASH MAJOR CASH STATESIDE

European gambling affiliates Better Collective and Catena Media have both announced major US sports affiliate acquisitions.

Better Collective Makes Biggest Acquisition Yet

Copenhagen-based gambling affiliate, Better Collective, is set to acquire US media sports platform, Action Network in a deal worth $240M USD. The debt free, cash deal will represent Better Collective’s biggest acquisition to-date, and significantly expand the firm’s US footprint. 

Founded in 2017 and launched in 2018, Action Network provides sports news content, insights, odds, and betting data. It is expected to generate $40M in revenue this year, but Better Collective says it aims to up that to over $100M next year. 

Commenting on the news Better Collective CEO, Jesper Søgaard, said: “I am thrilled to welcome Action and its employees to Better Collective. This acquisition, which is the largest in Better Collective’s history, gives us a leading position within affiliation in the US and a strong foundation for profiting from the continuous regulation of the US betting market.

“We add three new, very well-positioned US sports media brands to our portfolio and welcome around 100 new colleagues, together representing an invaluable pool of knowledge and expertise on the US sports betting media market. By all accounts, this is a great day for Better Collective.”

Action Network CEO, Patrick Keane, added: “Today marks a great achievement in the history of Action. In just a few years, our team has managed to build a leading sports betting product and media business in the US market, making us attractive to a leading international player. I am thrilled about this outcome for our employees and investors, and we look forward to continuing to forge great relationships with our league, media and sportsbook partners.

“Under Better Collective’s ownership, we become part of a company with many years of experience and all the resources necessary to further grow our position and develop our offering, to ultimately enhance the betting and entertainment experience for sports fans. We gain new colleagues, career paths and perspectives. I’m looking very much forward to the journey ahead.”

Action Network joins casino affiliate brand Atemi Group and esports site HLTV.org in a string of major acquisitions for Better Collective. 

Catena Media splashes $39.6M on Lineups.com 

Meanwhile, another European gambling affiliate company has also made a major US acquisition. Catena Media has said it will be acquiring 100% of the shares in US sports affiliate Lineups.com, in a deal worth $39.6M – paid in three installments over two years. 

CEO, Catena Media, Michael Daly, said: “The acquisition of Lineups.com strengthens Catena Media’s leading position in the growing US betting market with a complementary product that fits perfectly into our existing US portfolio. It gives us a second, even stronger, national sports betting affiliation site, alongside thelines.com.

“This will allow us to capture more market share across North America, as well as to take advantage of shared tools across multiple Catena Media sites. Sam Shefrin, the seller and founder of Lineups.com, will bring his industry and technology focus to the Catena Media team and will work with us for the near future as an exclusive consultant to the business.”

AYO.NEWS says:

In the immediate post-PASPA period, it seems very much like many European affiliates, suppliers, and operators were singularly failing to grasp the sheer magnitude of the long-term opportunities inherent in the United States. However, Better Collective was a notable exception, making some very smart early moves. Of course, over the past year we’ve seen reality dawn and what seem like daily mega mergers and acquisitions, as firms scramble to secure their positions and build market share.