Date: 15.08.2023

by Mateusz Mazur

Better Collective Expands in Sweden through Acquisition of Sports Media Brands

Digital sports media group Better Collective has strengthened its position in Sweden through the acquisition of four flagship sports media brands from Everysport Group. The acquired brands include SvenskaFans.com, HockeySverige.se, Fotbolldirekt.se, and Innebandymagazinet.se, collectively reaching 9 million monthly visits from dedicated Swedish sports enthusiasts.

This strategic move aligns with Better Collective’s strategy to acquire leading national sports media with strong brands and a loyal following. The acquisition is expected to contribute to Better Collective’s growth in Sweden, enhancing its market position within affiliation and general advertisement.

Acquired brands

SvenskaFans.com: Sweden’s largest online sports fan community, covering various sports from top-tier football and ice hockey to local leagues. It has over 5 million monthly visits and monetizes through advertising.

HockeySverige.se: The largest ice hockey news website in Sweden, featuring news and reports from various hockey leagues. It has around 2.2 million monthly visits and monetizes through advertising and subscriptions.

Fotbolldirekt.se: A leading Swedish football media outlet covering national and international football news. It has around 1.1 million monthly visits and monetizes through advertising and subscriptions.

InnebandyMagazinet: The biggest floorball news site covering Swedish floorball leagues and national teams. It has around 500,000 monthly visits and monetizes through subscription and advertising.

Step toward the vision

Jesper Søgaard, CEO of Better Collective, said: “We are proud to have developed the websites into some of Sweden’s largest news media in their respective sports. In addition, we have successfully commercialized the brands and in all cases also turned a negative financial development into good profitability. Today’s deal confirms Everysport’s digital innovation and execution capabilities and is a logical next step for both the brands and the Group. We are convinced that Better Collective is a strong and long-term owner who will continue to develop the brands in a meritorious way. We wish both them and the employees all the best.”

The deal aims to leverage the strong brands and loyal followings of these sports media outlets, expanding Better Collective’s presence in Sweden’s sports media ecosystem. The transaction will be paid in three installments, totaling 3.7 million euros, and is expected to enhance Better Collective’s financial performance post-synergies.

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