Through this partnership, affiliate Better Collective will run the sports betting section of Goal, a digital soccer media brand owned by Footballco. Goal provides football content to over 64 million fans each month in three different languages; English, Spanish and Portuguese.

Better Collective will also provide sports content, data insights, betting odds and analysis on the Goal platform to support the new betting section.

James Lamon, EVP of Content & Operations for Footballco: “We understand football fans have a diverse range of interests that collectively form their passion for football. For many, betting is a part of that passion.

"We're excited to work with Better Collective to offer our fans higher quality stats, analysis, and tips to enhance their betting experience”.

The partnership, in addition to spanning three languages, will also be supported across all domains. These include, but are not limited to, websites, apps, email and social media.

Jesper Søgaard, Co-Founder & CEO of Better Collective: “Partnering with such a well-recognized and renowned media like Goal perfectly aligns with our media partnership strategy and our overall strategy of becoming the Leading Digital Sports Media Group. There is no doubt in my mind that we will be able to benefit from each other’s expertise.”

Better Collective has made some strategic business partnerships in recent years, as part of its plan to grow in the sports betting media world. Goal will join its portfolio of pre-existing partnerships, which include both The Telegraph and New York Post.