Better Collective expands UK presence with €42m AceOdds acquisition


In a strategic move to strengthen its foothold in the United Kingdom, digital sports media group Better Collective has acquired sports betting media AceOdds for a total consideration of 42 mEUR implying 4x last twelve months EBITDA.

AceOdds, a versatile multi-language sports betting brand, offers a comprehensive range of betting tools, odds, reviews, and streaming schedules through its web and app based platforms.

With a robust presence in the UK market, Better Collective’s global reach through local expertise aligns perfectly with AceOdds’s vision of expanding its influence outside the borders of the UK. Following the acquisition Better Collective upgrades its 2024 full year financial targets.

Better Collective has successfully completed the acquisition of the UK sports betting media brand AceOdds in a 42 mEUR transaction on a net cash-/debt free basis.

With its roots in the UK, this acquisition is poised to enhance Better Collective’s presence across the UK, significantly. Over time, AceOdds has experienced growing international interest, extending its reach beyond the UK. Better Collective recognizes the potential in leveraging its local expertise across various regions to scale the brand globally, capitalizing on this expansion opportunity. Despite already maintaining a robust presence in the UK, this acquisition further solidifies Better Collective’s position in one of the world’s biggest markets for sports and sports fans.

Ian Bowden, Senior Director UK & Ireland, Better Collective: “I am thrilled to announce the addition of AceOdds to the Better Collective group. This strategic acquisition brings us a robust owned and operated sports betting media brand in the UK market, poised for global scalability. Aligned perfectly with Better Collective’s overarching strategy of acquiring leading sports media brands across various niches, the AceOdds brand fills a crucial gap by offering a vital sports betting affiliation brand in a pivotal growth market for the Better Collective group, along with an app benefiting from hundreds of thousands installs to further increase the reach we can provide our partners”.

Established in 2008, AceOdds was founded with the aim of providing UK sports enthusiasts with an easy-to-use betting calculator. Over the years, the brand has expanded, offering a well-regarded web platform featuring a range of betting tools, comparison features, live streaming schedules, an odds and parlay calculator, and more. Additionally, AceOdds has introduced a popular app. 

The acquisition aligns with Better Collective’s strategy of owning the full range of sports media across key regions, spanning from traditional sportsbook comparison brands to general sports media, social media content creators, podcast producers, and beyond.