Better Collective will deliver content through its sports betting platform, Action Network, to the New York Post.
The Danish media group has agreed a commercial partnership to provide the publication with content, data and statistics for its betting section.
The New York Post’s more than 92 million unique users, of whom over 11 million come from New York State, will have access to Better Collective’s sports betting know-how as many of them place wagers for the first time.
“We believe that educating bettors and iGamers, by providing them with relevant information, data and statistics, will enhance their betting experience,” remarked Better Collective’s CEO Marc Pedersen.
“The partnership with the New York Post is the biggest media partnership agreement to date for Better Collective.
“It will allow us to reach a very large number of potential users and we are excited to partner with the New York Post to provide betting and iGaming information to a growing audience.”
The acquisition of Action Network by Better Collective in 2021 was a key moment for the media group’s US expansion plans. Its partnership with the New York Post also comes amid the launch of the Empire State’s regulated mobile betting market, which the media group is looking to capitalise on.
Brad Elders, Chief Operating Officer (COO) of the New York Post, commented: “We are looking forward to bringing better sports betting content and utility to the best sports fans to continue our commitment to deliver unrivalled sports coverage.
“Better Collective’s innovative tools and informative content will provide our fans with the best resources to navigate sports betting with ease.”