Better Collective acquires UK sports betting affiliate for £2.2m
The My Betting Sites domain will be added to the firm’s UK-focused affiliate portfolio
Better Collective today completed the £2.2m acquisition of UK-based sports betting affiliate brand My Betting Sites.
My Betting Sites, which advertises sign-up and retention offers from UK bookmakers, was founded in 2015 and generated revenue of approximately £400,000 in 2018.
The website’s founder and CEO Ian Bowden will remain with the business and join Better Collective.
The My Betting Sites homepage
The £2.2m fee will see £1.5m paid in cash, along with £350,000 of Better Collective shares. The remaining £350,000 will be paid in 2020 and 2021 based on performance.
Better Collective CEO Jesper Søgaard said: “We are excited about the acquisition of mybettingsites.co.uk, as it is a well-established site with many visitors in a market that is one of our key strategic markets.
“The acquisition is not large; however, it fits all our key criteria for integration into the Better Collective Group, and the founder Ian Bowden adds significant competences within UK sports betting that we believe we can utilise across other assets,” he added.
Better Collective acquired two US betting brands in July for $20m.