Better Collective, a leading digital sports media group, has taken a significant step to strengthen its position in Sweden through the acquisition of four prominent sports media brands from Everysport Group. These acquired brands collectively draw in approximately nine million monthly visits from dedicated Swedish sports enthusiasts. The acquisition, valued at €3.7 million ($4 million), is set to further solidify Better Collective’s foothold in Sweden’s sports media landscape.
The Acquired Brands:
The four sports media brands acquired from Everysport Group are SvenskaFans.com, HockeySverige.se, Fotbolldirekt.se, and Innebandymagazinet.se. Each of these platforms has established itself as a reputable source of sports news and content, attracting a loyal and engaged user base.
Strategic Significance:
Better Collective’s strategy includes the acquisition of national sports media brands with strong identities and a dedicated following. These newly acquired media brands align perfectly with this vision. The acquisition is anticipated to drive additional growth for Better Collective’s business in Sweden and extend its reach in affiliation while expanding into general advertising.
Financial Implications:
The €3.7 million acquisition cost will be paid in three installments and will be funded through Better Collective’s cash resources. The company has clarified that this acquisition is not expected to impact its financial targets set for 2023.
CEO Perspectives:
Jesper Søgaard, CEO of Better Collective, highlighted the strategic importance of acquiring established sports media brands. He expressed confidence in the media’s ability to contribute to the company’s growth in Sweden and its aspiration to become the leading digital sports media group.
Hannes Andersson, CEO of Everysport Group, expressed pride in the development of these sports media websites into some of Sweden’s largest news platforms. He viewed the acquisition as a logical progression for both the brands and Everysport Group, acknowledging the innovation and execution capabilities of the group.
Better Collective’s acquisition of these prominent sports media brands in Sweden underscores its commitment to expanding its presence in the country’s sports media landscape. The company’s strategic approach of acquiring respected national sports media outlets is poised to enhance its market position in affiliation and general advertising. This acquisition is another step toward realizing its vision of becoming a leading digital sports media group.