by Mateusz Mazur

Better Collective Expands Presence in Denmark with Acquisition of Tipsbladet.dk

Digital sports media group Better Collective has further strengthened its position in Denmark through the strategic acquisition of Tipsbladet.dk, one of the country’s leading soccer media outlets.

Better Collective's Q2 Performance iGamingExpress

This acquisition represents Better Collective’s commitment to expanding its presence in the Danish sports media landscape.

Tipsbladet.dk’s Legacy

Tipsbladet has been a trusted sports media outlet in Denmark for 75 years, initially as a printed magazine and now as a digital platform. Over the years, Tipsbladet.dk has evolved to provide prime soccer content to Danish sports enthusiasts.

Better Collective acquired Tipsbladet.dk for 6.5 million EUR. The acquisition aligns with Better Collective’s vision to become a leading digital sports media group and its strategy to acquire strong media brands with dedicated audiences. The transaction is set to be finalized on October 2nd, 2023.

Tipsbladet.dk’s Digital Evolution

Since 2000, Tipsbladet.dk has grown into a prominent digital source for soccer-related content, including news, articles, match previews, betting tips, videos, and analysis. The platform boasts a monthly audience of approximately 6.8 million visits and over 110 thousand followers across various social media platforms.

Henrik Stegger Nielsen, the former owner of Tipsbladet, expressed confidence in Better Collective’s ability to further develop Tipsbladet, stating “Since 2007, when I acquired Tipsbladet, I have worked hard to make it a healthy and sustainable business. I have succeeded, and I could hardly imagine a better buyer for Tipsbladet than Better Collective. I know that they will both take good care of Tipsbladet and, with their ambitions and competencies, develop it even further,”

Allan Olsen, Editor in Chief at Tipsbladet, said: “For Tipsbladet and its employees, this is a fantastic event. Even though we have experienced lots of growth and great numbers on the bottom line in an otherwise pressured media world, there is no doubt that Better Collective can help push Tipsbladet’s growth even further. We will continue to deliver strong football stories, but with Better Collective behind us, we can really make the content live on many more platforms and reach a wider audience.”

Better Collective’s Strategy

Better Collective sees acquiring leading national sports media outlets as a crucial element of its global strategy. This acquisition enhances the Group’s presence in Denmark and strengthens its position as a valuable partner for advertisers.

The acquisition allows Better Collective to utilize its tech and SEO expertise to grow the audience and invest in the development of Tipsbladet.dk.

Esben Skou Vinther, VP of Europe at Better Collective, says: ”As a trusted sports media, Tipsbladet and its employees have built a unique position in the Danish sports market and is a media that will supplement our Danish media portfolio in a great way. We intend to invest in the development of Tipsbladet.dk to further strengthen the content across digital channels. In doing so, Tipsbladet will become an even more attractive advertisement partner for businesses that aim to activate their brand in a relevant and engaging sports context”.

The total purchase price for Tipsbladet.dk is 6.5 million EUR, with payment to be made in three installments. Better Collective plans to finance this acquisition with cash. It estimates that the post-synergy EBITDA multiple for 2024 will be below 5x. The acquisition will not affect the 2023 financial targets of Better Collective.

In conclusion, Better Collective’s acquisition of Tipsbladet.dk solidifies its presence in the Danish sports media landscape and aligns with its global expansion strategy. This partnership is expected to enhance the reach and content offerings of Tipsbladet.dk while creating new opportunities for advertisers in the Danish market.

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