Better Collective has announced the appointment of Adam Rosenberg as head of marketing and communications in the US.

Adam Rosenberg brings with him substantial experience working with digital marketing, branding, and communication from various industries including technology, esports, and sports betting. One of his first tasks will be to establish a local communications team with focus on branding Better Collective’s US brands.

“It is great for Better Collective US to get Adam onboard. He has the skills and experience we are looking for to support our continued strong growth in the US market and to increase the awareness about our many strong US brands including Action Network, Vegas Insider, US Bets and Sports Handle. I look forward to welcoming him,” Marc Pedersen, CEO of Better Collective US, said.

“This is a dream opportunity for me as an avid (and unapologetic) Philly sports fan and member of the growing online sports betting community. Sports betting isn’t going anywhere and with more US states bringing legalized mobile sports betting online this year, more and more sports fans will be able to mix art and science in making their picks. I am thrilled to be joining Better Collective’s family of brands and eager to get in the room and get to work,” Adam Rosenberg said.

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The world leading sports betting media group, Better Collective, signs an agreement with the New York Post to deliver innovative technology and commercial content for online sports betting through its proprietary sports betting platform, Action Network.

Better Collective, the world’s leading sports betting media group, is joining forces with the New York Post to bring the best in commercial sports betting content to the publication’s readership of more than 92 million unique users. More than 11 million unique users come from New York state, which recently regulated online betting. The agreement is for the delivery of content, data, and statistics for the betting section of the New York Post.

The commercial partnership includes Better Collective delivering its innovative technology and content for sports betting to educate and empower the US audience of online bettors and help them navigate in a market that is growing fast as more and more federal states open for regulated online betting and iGaming. The US market is already a key market for Better Collective with established sports betting brands including the most recent acquisition of leading US sports media platform, Action Network, in 2021. In the recently opened New York state,  Better Collective is off to a great start with the current five operators that have started operations and the expected entry of an additional four operators as soon as  they meet the regulatory requirements. This underlines Better Collective’s strong position in the US mobile sport betting market, which is now further strengthened by the media partnership.

The US sports betting market is, according to Vixio, expected to grow from a Gross Gaming Revenue (GGR) of ~$2.5bn in 2021 to ~$5.8bn by 2023. By 2030 the market is expected to exceed $40bn GGR. By 2022, Better Collective expects that its revenue from the US will exceed 100 mUSD. With the continued regulation of states and addition of new operators, the growth is expected to continue for years to come.

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The commercial relationship provides Better Collective and Action Network with an additional marketing channel to operate, market and manage customer contacts to the betting operators within the US. Better Collective entered the first media partnerships in 2019 and has refined the concept to reach breakthroughs in performance as well as the addition of three new partnerships last year.

The details of the financial terms remain undisclosed. Better Collective will be responsible for the monetization of the joint business, and will hold and own accounts with the betting operators.

Marc Pedersen, CEO Better Collective US said:

“We believe that educating bettors and iGamers by providing them with relevant information, data and statistics will enhance their betting experience. 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.”

Patrick Keane, CEO of Action Network said:

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“The New York mobile launch was the biggest weekend in Action Network history. We look forward to providing our unique sports betting insights, data and content to the New York Post readers as they decide on placing wagers with sportsbooks.”

Brad Elders, COO of the New York Post, said:

“We are looking forward to bringing better sports betting content and utility to the best sports fans to continue our commitment to deliver unrivaled sports coverage.  Better Collective’s innovative tools and informative content will provide our fans with the best resources to navigate sports betting with ease.”

The partnership agreement is expected to be operational from January 21, 2022. The financial impact will be included in the financial targets for 2022 that will be published in connection with the company’s Full Year Report for 2021.