Better Collective has enhanced its sports and racing content by integrating Spotlight Sports’ recently launched Superfeed engine, which leverages the Racing Post brand.
The deal builds on a previous agreement between Spotlight Sports Group and the Danish sports betting and gaming operator signed five years ago, which has seen Better Collective expand its global audience, backed by Spotlight’s support for its in-house content team.
Under the terms of the expanded agreement, the racing Superfeed will be incorporated across selected Better Collective sports media platforms, providing the operator with ‘industry-leading’ racing data analysing over 60,000 fixtures per year.
‘We’ve worked with Spotlight Sports Group for a number of years because we know they produce top quality content,” said Simon Hovmand-Stilling, Senior Director Group Media and Commercial Sites, Better Collective.
“Most recently, we have successfully added in the multilingual offering and integrated data from Superfeed. We’re constantly striving to offer that enhanced sports betting content experience and we have pursued a successful M&A strategy over the past number of years to strengthen our position in core markets.
“With the integration of Superfeed, we are able to scale our ability to deliver premium content to the users of our sites empowering sports fans to make knowledge-based betting decisions.”
Customised betting editorial available in over 80 different languages, Superfeed will be leveraged by Better Collective across its portfolio of global multilingual jurisdictions, enabling the delivery of localised content across both Europe and the US.
Additionally, the bespoke editorial keeps customers updated with high-quality long-form pieces covering international sports and racing, producing hundreds of articles a day on various breaking news stories.
The integration takes place ahead as the highly anticipated UEFA 2020 European Championship and Copa America tournaments kick off, and ahead of the upcoming Tokyo 2020 Olympics.
Daniel Smith, Spotlight Sports Group Account Director, remarked: “We have a great long-term relationship with Better Collective. It’s evolved year on year from a small amount of racing content to the integration of our premium racing data through Superfeed and in-depth racing and sports editorial in a multitude of languages.
“We’re already excited to add our international racing and further Superfeed integrations when the time comes. Working with Better Collective means our content reaches more customers daily which enriches their sports betting experience.
“Integrating our Superfeed content enables Better Collectives’ global audience to expand their sporting knowledge and help them to make better choices through the insight from our team of over 200 localised betting journalists.”