M&A: Better Collective acquires premium sports media brands

Digital sports media group Better Collective has solidified its foothold in Sweden with the strategic acquisition of four leading sports media brands from Everysport Group. The acquired brands, including SvenskaFans.com, HockeySverige.se, Fotbolldirekt.se, and Innebandymagazinet.se, have a collective monthly reach of 9 million visits from dedicated Swedish sports enthusiasts.

Better Collective enhances its presence in the Swedish market

Jesper S?gaard, CEO of Better Collective, (pictured above), expressed the significance of acquiring strong national sports media with loyal followings, aligning with the company’s strategy. This move is anticipated to impact additional growth for Better Collective in Sweden. It strengthens the company’s affiliation market position and expands into generic advertising. The acquisition demonstrates Better Collective’s commitment to becoming a premier digital sports media group and a top choice for brands seeking sports fan engagement. With the integration of these renowned media brands, Better Collective is poised to progress further toward its vision.

Acquired Brands Overview

• SvenskaFans.com was established in 2000, it’s Sweden’s largest online sports fan community, encompassing various sports from local leagues to top-tier football and ice hockey. The site has around 5 million monthly visitors.
• HockeySverige.se is the largest ice hockey news platform in Sweden. It covers leagues like NHL, CHL, SHL, and HockeyAllsvenskan. The site has approximately 2.2 million monthly visits.
• Fotbolldirekt.se is a leading Swedish football media outlet delivering both national and international news, it accumulates around 1.1 million monthly visits.
• InnebandyMagazinet.se is a primary floorball news site covering Swedish leagues and national teams, with approximately 500,000 monthly visits.

This strategic move establishes Better Collective’s commitment to growth and innovation in the digital sports media landscape.

Transaction Details

The acquisition involves a total purchase price of €3.7 million, to be paid in three installments and financed with cash. Better Collective foresees a post-synergy 2024 EBITDA multiple below 3x. The acquisition’s impact on 2023 financial targets remains unchanged.

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