Better Collective has launched FanReach in the United States, introducing an audience intelligence and activation product designed to connect advertisers with sports fans across igaming, sports betting, fantasy sports and wider sports media audiences. The launch reflects growing demand among brands for access to consented, first-party data in premium sports environments.
FanReach brings together Better Collective’s zero- and first-party audience data, its owned and operated publisher network, and AI-driven predictive modelling to create a single, scalable fan graph. According to the company, audience segments are built using deterministic and fully consented data signals derived from real user behaviour, positioning the product for use in privacy-first advertising strategies relevant to the igaming sector.
The product forms part of AdVantage, Better Collective’s broader data-driven monetisation framework, which aims to expand revenue opportunities across its portfolio beyond traditional affiliate models. Within this structure, FanReach is positioned as an infrastructure layer intended to improve user understanding and support diversified monetisation initiatives across the group’s media brands, including those focused on igaming and sports betting.
At launch, FanReach is reported to reach more than 50 million sports fans in the US through Better Collective’s owned media brands and social channels. The company said this reach is expected to grow as additional US brands are incorporated and the product is rolled out into other geographies. FanReach aggregates these audiences into a single access point, allowing advertisers to activate campaigns across different stages of the funnel, from brand awareness to acquisition and retention within igaming and adjacent verticals.
Better Collective said the FanReach model is built predominantly on authenticated first-party data, supplemented by zero-party data collected directly from its owned media properties. This approach contrasts with open advertising ecosystems that rely heavily on third-party data and is intended to support long-term data ownership and targeting accuracy in a post-cookie environment, including for igaming advertisers operating under strict regulatory and privacy requirements.
The FanReach platform is designed to support activation against sports and betting-related signals such as content consumption, engagement depth, behavioural and transactional indicators, device usage, sportsbook affinity and geographic data. These signals are generated from Better Collective’s media network and are used to inform AI-driven audience modelling and predictive segmentation across sports, igaming and related lifestyle categories.
Activation options include placements across Better Collective’s publisher network as well as execution through programmatic and direct buying channels. The company said the platform is designed to operate in alignment with applicable data protection frameworks, reflecting increasing scrutiny around data use in igaming and digital advertising.
The US launch comes as advertisers continue to prioritise sports and igaming environments that offer high engagement and measurable outcomes. With FanReach, Better Collective is seeking to position its media assets and data capabilities as a centralised access point for brands looking to reach regulated igaming and sports audiences at scale.
Jesper Søgaard, Co-founder and Co-CEO of Better Collective, said: “The launch of FanReach is a strategic milestone for Better Collective. It strengthens the foundation of our AdVantage ecosystem by allowing us to better understand our users, segment them intelligently, and monetise those audiences across platforms. With FanReach, we can help partners and advertisers activate attractive and highly engaged premium sports audiences with greater precision and performance in a privacy-first environment.”
