Better Collective acquires Canadian group

Canada Sports Betting has been acquired by Better Collective, the sports betting media group.

The Better Collective brands include bettingexpert.com, VegasInsider.com, HLTV.org and Action Network and the group is headquartered in Copenhagen, Denmark.

The acquisition has been timed just as the largest Canadian province, Ontario, goes live with sports betting next month. The purchase price is €21.4m and Better Collective estimates that the Canadian activities will generate revenue in excess of €5m during the financial year 2022.

Canada Sports Betting was launched with a view to guide sports fans to wagering websites that will suit their betting needs and has become an established sports betting brand with a solid position in the market by helping users make informed online betting decisions.

Ontario has 15m people and a GDP that would place it as the sixth largest state in a US setting. Ontario has already granted licences to a number of operators. The launch of online sports betting will take place on April 4 and other Canadian provinces are expected to regulate for online sports betting in the near future.