Better Collective acquires four sports media brands from Everysport Group in Sweden

Digital sports media group Better Collective announced the strategic acquisition of four flagship sports media brands from Everysport Group, including SvenskaFans.com, HockeySverige.se, Fotbolldirekt.se, and Innebandymagazinet.se with a combined reach of 9 million monthly visits from dedicated Swedish sports enthusiasts.

The landmark acquisition is expected to significantly strengthen the company’s position in the European country. As per the announcement, the acquisition comes at a total cost of EUR3.7 million ($4 million), which will be paid in three installments and funded through cash resources. According to the company, the latest acquisition isn't expected to impact the financial targets set for 2023.

Jesper Søgaard, CEO of Better Collective, said: "An important pillar in Better Collective’s strategy is to acquire leading national sports media with strong brands and a loyal and returning following. That’s why these sports media brands fit perfectly into our portfolio. We expect the media to deliver additional growth for our business in Sweden, adding to our leading market position within affiliation and expansion towards general advertisement."

"We are very excited to bring on board one of the strongest sports news teams in Sweden and make them part of Better Collective. With our vision to become the leading digital sports media group, we want to be the go-to partner for any brand wanting to gain exposure and engagement among sports fans. This acquisition takes us one step further on that journey," he added.

Jesper Søgaard

For his part, Hannes Andersson, CEO of Everysport Group, added: "We are proud to have developed the websites into some of Sweden's largest news media in their respective sports. In addition, we have successfully commercialized the brands and in all cases also turned a negative financial development into good profitability."

"Today's deal confirms Everysport's digital innovation and execution capabilities and is a logical next step for both the brands and the group. We are convinced that Better Collective is a strong and long-term owner who will continue to develop the brands in a meritorious way. We wish both them and the employees all the best," he concluded.

 
Hannes Andersson

The company described SvenskaFans as "Sweden’s biggest online sports fan community." Founded in 2000, the brand covers everything from top-tier football and ice hockey to local leagues across Sweden. The sports media brand currently has over 750 active contributors, and a popular YouTube channel, FanTV. The website has around 5 million monthly visits and solely monetizes through advertising (CPM).

According to a press release, HockeySverige.se is "the largest ice hockey news website in Sweden" featuring news and reports from the world of hockey including the National Hockey League (NHL), Champions Hockey League (CHL), Swedish Hockey League (SHL), and HockeyAllsvenskan. The brand has around 2.2 million monthly visits, monetized through advertising (CPM) and subscriptions.

Fotbolldirekt.se is a Swedish football media outlet covering news and reports from national as well as international football. The website has around 1.1 million monthly visits and monetizes through advertising and subscriptions.

InnebandyMagazinet is the "biggest floorball news site" covering the Swedish leagues and national teams, the company noted. The sports media has around 500,000 monthly visits and monetizes through subscription and advertising (CPM).