Better Collective is to acquire Danish sports media company Tipsbladet for €6.5m.
The deal, which will take effect from October 2, will see Tipsbladet become part of Better Collective’s digital sports media portfolio.
Better Collective said it will be able to further leverage its position as a key partner for advertisers in the Danish market.
Better Collective will also leverage its SEO in order to grow Tipsbladet’s audience, it said.
Jesper Søgaard, co-founder and CEO of Better Collective, said the acquisition “fits perfectly with our vision to become the leading digital sports media group and our strategy to acquire strong media brands with a loyal audience.”
Tipsbladet offers news, articles, match previews, betting tips, videos and analysis to a monthly audience of around 6.8m visits and over 110,000 followers across Facebook, X (formerly known as Twitter), Instagram and TikTok.
Allan Olsen, editor-in-chief at Tipsbladet, said: “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.”
Henrik Stegger Nielson, former owner of Tipsbladet, added he is confident Better Collective will “take good care of Tipsbladet” and “develop it even further.”