Better Collective buys German affiliate network

ark-based sports betting and iGaming service provider BetterCollective has today purchased Hebiva Beteiligungen GmbH, the owner of German affiliate network SportFreunde Informationdienste for an undisclosed fee.

In a move which will see the company expand further into the German online market, the acquisition includes SportFreunde’s complete website portfolio, which includes the affiliate websites wettfreunde.net, sportswettentest.net and fussballportal.de.

Better Collective’s existing businesses include the sports betting social network bettingexpert.com, Roulette Geeks, the German casino site CasinoVerdiener and the odds comparison site SmartBets, launched in 2016.

In a statement confirming the move BetterCollective founder and CEO Jesper Søgaard welcomed the acquisition, saying: “We are moving full steam ahead with our M&A strategy, and we are proud to announce that SportFreunde is joining us. This step reinforces our position as a leading affiliate in the industry.

“What the team at SportFreunde has achieved with their approach to creating in-depth content is greatly appreciated by the German-speaking community, and we are looking forward to extending this approach to our other platforms to appeal to even more users.”

Heinz Patzelt, Managing Director of SportFreunde added: “We are incredibly proud of what we have achieved at SportFreunde, and are very pleased that Better Collective recognises the quality of our work.

“We are excited to be joining the Better Collective family, and look forward to expanding SportFreunde and Better Collective’s reach by integrating our content to Better Collective’s well established global platform.”