Better Collective acquires leading German affiliate group SportFreunde


Better Collective, the world’s leading provider of betting tips, bookmaker information and builder of iGaming communities, has acquired Austrian company Hebiva Beteiligungen GmbH, the owner of affiliate SportFreunde Informationsdienste GmbH (“SportFreunde”), for an undisclosed sum, significantly expanding its presence in German speaking markets.

The acquisition includes SportFreunde’s complete website portfolio, including,, and, which have attracted millions of unique visitors. This acquisition makes a substantial contribution to Better Collective’s goal of growing 50% year-on-year.

The move is a key step in Better Collective’s rapidly-advancing M&A strategy, as the Denmark-based company, which operates more than 1,000 products and websites, continues to make a major impact on the iGaming industry.

SportFreunde’s high-quality content will benefit from heightened visibility and the opportunity to develop alongside Better Collective’s products, resulting in even more insightful sports betting content being produced across all platforms targeting the German-speaking market.

SportFreunde’s in-depth journalistic approach aligns with the core values of Better Collective, which includes creating transparency in the iGaming market, and building engaging and personalised content that appeals to millions of frequent users.

Jesper Søgaard, Founder and CEO of Better Collective said: “We are moving full steam ahead with our M&A strategy, and we are proud to announce that SportFreunde is joining us. This step reinforces our position as a leading affiliate in the industry.

“What the team at SportFreunde has achieved with their approach to creating in-depth content is greatly appreciated by the German-speaking community, and we are looking forward to extending this approach to our other platforms to appeal to even more users.”

Heinz Patzelt, Managing Director of SportFreunde said: “We are incredibly proud of what we have achieved at SportFreunde, and are very pleased that Better Collective recognises the quality of our work.

“We are excited to be joining the Better Collective family, and look forward to expanding SportFreunde and Better Collective’s reach by integrating our content to Better Collective’s well established global platform.”