Better Collective Secures in Strategic Danish Acquisition

In a move that underscores its growing influence in the Danish igaming landscape, Better Collective has announced the acquisition of, a premier soccer-focused media outlet in Denmark. This acquisition further cements Better Collective’s footprint in the igaming media sector, expanding its content offerings for Danish sports enthusiasts.

Boasting a storied history of 75 years, Tipsbladet stands as an authoritative voice in sports journalism in Denmark. Initially starting as a printed magazine, the media entity has since transitioned to digital platforms, offering top-tier soccer content across various online channels. Effective October 2nd, 2023, will be integrated into the Better Collective digital media portfolio. The acquisition deal is valued at 6.5 mEUR.

Tipsbladet, inaugurated in 1948, holds the distinction of being the Nordic region’s longest-standing soccer magazine. Its digital counterpart,, since its inception in 2000, has grown to become a pivotal online source for soccer enthusiasts, delivering a plethora of content, including news updates, articles, match insights, betting advice, videos, and detailed analyses. Impressively, the platform garners approximately 6.8 million monthly visits and boasts an expansive social media footprint with over 110,000 followers spread across platforms like Facebook, Twitter, Instagram, and TikTok.

The acquisition also sees Henrik Stegger Nielsen, alongside the entire staff of Tipsbladet, transitioning to Better Collective, ensuring continuity and expertise in content delivery for igaming aficionados.

Jesper Søgaard, Co-founder & CEO of Better Collective, says: “I am very proud that we have acquired Tipsbladet that for 75 years has been a go-to sports media for many Danes that want to engage with prime soccer content. The acquisition fits perfectly with our vision to become the leading digital sports media group and our strategy to acquire strong media brands with a loyal audience. I look very much forward to welcoming the dedicated editorial team at Tipsbladet to the Better Collective group and I am convinced that together we can further elevate the content that for years has excited so many Danish sports fans. ”

Henrik Stegger Nielsen, former owner of Tipsbladet, says: “Since 2007, when I acquired Tipsbladet, I have worked hard to make it a healthy and sustainable business. I have succeeded, and I could hardly imagine a better buyer for Tipsbladet than Better Collective. I know that they will both take good care of Tipsbladet and, with their ambitions and competencies, develop it even further,”

Allan Olsen, Editor in Chief at Tipsbladet, says: “For Tipsbladet and its employees, this is a fantastic event. Even though we have experienced lots of growth and great numbers on the bottom line in an otherwise pressured media world, there is no doubt that Better Collective can help push Tipsbladet’s growth even further. We will continue to deliver strong football stories, but with Better Collective behind us, we can really make the content live on many more platforms and reach a wider audience.”

Esben Skou Vinther, VP of Europe at Better Collective, says: ”As a trusted sports media, Tipsbladet and its employees have built a unique position in the Danish sports market and is a media that will supplement our Danish media portfolio in a great way. We intend to invest in the development of to further strengthen the content across digital channels. In doing so, Tipsbladet will become an even more attractive advertisement partner for businesses that aim to activate their brand in a relevant and engaging sports context.”

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