Spotlight Sports Group has announced an agreement with fellow affiliate Better Collective, which will see the group supply sports and racing content through the Superfeed engine.
The partnership will see a full integration of the racing Superfeed and it will be accessible across selected sports media platforms within the Better Collective portfolio.
The Superfeed content engine will provide racing data, analysing over 60,000 races every year.
Better Collective will use Spotlight’s betting editorial across its brands, with this agreement being an extension to an existing deal that has grown “exponentially” since Spotlight increased its content offering in the past five years.
Spotlight Sports Group Account Director, Daniel Smith, said: "We have a great long-term relationship with Better Collective. It’s evolved year-on-year from a small amount of racing content to the integration of our premium racing data through Superfeed and in-depth racing and sports editorial in a multitude of languages.
"Working with Better Collective means our content reaches more customers daily which enriches their sports betting experience. Integrating our Superfeed content enables Better Collective's global audience to expand their sporting knowledge and help them make better choices through the insight from our team of over 200 localised betting journalists."
Better Collective’s Senior Director Group Media and Commercial Sites, Simon Hovmand-Stilling, added: "We’ve worked with Spotlight Sports Group for a number of years because we know they produce top-quality content. Most recently, we have successfully added in the multilingual offering and integrated data from Superfeed.
"We’re constantly striving to offer that enhanced sports betting content experience and we have pursued a successful M&A strategy over the past number of years to strengthen our position in core markets. With the integration of Superfeed, we are able to scale our ability to deliver premium content to the users of our sites empowering sports fans to make knowledge-based betting decisions."