Denmark-based Better Collective has announced a global media partnership with Goal, the online football brand, to create sports betting content. The deal will see the company manage Goal’s sports betting section across all brand domains, which is presented in English, Spanish and Portuguese.

Better Collective will also provide Goal with a range of sports betting content, as well as technology and data insights.

Jesper Søgaard, CEO and co-founder of Better Collective, said the deal is the start of bigger things to come: “Partnering with such a recognizable and renowned media as Goal aligns perfectly with our media partnership strategy and our overall strategy of becoming the leading digital sports media group,” said Søgaard. “There is no doubt in my mind that we will be able to benefit from each other’s experience.”

Goal is owned by FootballCo, which operates other sports brands including Mundial, Spox and Voetbalzone.

James Lamon, senior vice president of content and operations at FootballCo, thinks the deal will bring more diversity to Goal’s readers: “We understand that fans have a diverse range of interests which collectively form their passion for football.”

“For many, betting is part of that passion. We are excited to be working with the Better Collective to provide our fans with the highest quality stats, analysis and tips to enhance their betting experience,” added Lamon

This is Better Collective’s first deal with an online-only news brand and follows recent partnerships with The Telegraph and The New York Post.

Better Collective reports recent revenue growth

The company also recently announced increased revenue and growth across the board for fiscal 2022 following a series of acquisitions and key events such as the 2022 FIFA World Cup.

Better Collective saw 96.2% YoY growth for operations, with commercial activities helping to increase new depositor customers (NDC).