Affiliate business Better Collective has entered into a sports betting partnership with US daily newspaper the New York Post.
Under the agreement, Better Collective will deliver its technology and commercial content for online sports betting through its Action Network platform to help educate New York Post readers about wagering.
This will include the provision of content, data and statistics for the betting section of the New York Post.
The newspaper has a readership of more than 92 million unique users, including 11 million people in New York, which earlier this month launched its legal mobile sports wagering market.
Better Collective is already active in New York and has partnerships in place with the five operators that are currently live in the state: Caesars Sportsbook, DraftKings, FanDuel, Rush Street Interactive and BetMGM.
Financial details of the new partnership were undisclosed, but Better Collective said that it would be responsible for the monetization of the joint business, as well as hold and own accounts with the betting operators.
“We are looking forward to bringing better sports betting content and utility to the best sports fans to continue our commitment to deliver unrivaled sports coverage,” New York Post chief operating office Brad Elders said.
“Better Collective’s innovative tools and informative content will provide our fans with the best resources to navigate sports betting with ease.”
Better Collective US chief executive Marc Pedersen added: “We believe that educating bettors and igamers by providing them with relevant information, data and statistics will enhance their betting experience.
“The partnership with the New York Post is the biggest media partnership agreement to date for Better Collective. It will allow us to reach a very large number of potential users and we are excited to partner with the New York Post to provide betting and igaming information to a growing audience.”