Better Collective acquires AceOdds to expand its foothold in the UK

21 May 2024

(PRESS RELEASE) -- Better Collective has successfully completed the acquisition of the U.K. sports betting media brand AceOdds in a 42 mEUR transaction on a net cash-/debt free basis. With its roots in the U.K., this acquisition is poised to enhance Better Collective's presence across the U.K., significantly. Over time, AceOdds has experienced growing international interest, extending its reach beyond the U.K. Better Collective recognizes the potential in leveraging its local expertise across various regions to scale the brand globally, capitalizing on this expansion opportunity. Despite already maintaining a robust presence in the U.K., this acquisition further solidifies Better Collective's position in one of the world’s biggest markets for sports and sports fans.

Ian Bowden, Senior Director UK & Ireland, Better Collective: "I am thrilled to announce the addition of AceOdds to the Better Collective group. This strategic acquisition brings us a robust owned and operated sports betting media brand in the UK market, poised for global scalability. Aligned perfectly with Better Collective’s overarching strategy of acquiring leading sports media brands across various niches, the AceOdds brand fills a crucial gap by offering a vital sports betting affiliation brand in a pivotal growth market for the Better Collective group, along with an app benefiting from hundreds of thousands installs to further increase the reach we can provide our partners”.

Established in 2008, AceOdds was founded with the aim of providing UK sports enthusiasts with an easy-to-use betting calculator. Over the years, the brand has expanded, offering a well-regarded web platform featuring a range of betting tools, comparison features, live streaming schedules, an odds and parlay calculator, and more. Additionally, AceOdds has introduced a popular app.

The acquisition aligns with Better Collective's strategy of owning the full range of sports media across key regions, spanning from traditional sportsbook comparison brands to general sports media, social media content creators, podcast producers, and beyond.

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