Yahoo Sports Partners With Better Collective To Expand Betting Offering
The partnership will introduce odds comparison, sportsbook links and Action Network content to Yahoo Sports’ audience of more than 100 million monthly users.
Yahoo Sports has agreed a partnership with Better Collective to integrate sports betting data, technology and content across its platform.
The agreement will give Yahoo Sports access to Better Collective's betting data and Playbook technology, allowing users to compare sportsbook odds, research sporting events and create betslips that link directly to licensed operators.
Selected editorial and video content from Better Collective-owned Action Network will also be distributed through Yahoo Sports' betting hub, supplementing the platform's existing sports betting coverage.
Playbook Technology To Connect Users With Sportsbooks
Better Collective's Playbook technology will form a central part of the partnership, providing Yahoo Sports users with tools to research betting markets and compare available odds.
Users will also be able to create betslips before following deep links to licensed sportsbook operators. The integration gives Better Collective another distribution channel for its betting technology while providing its sportsbook partners with exposure to Yahoo Sports' audience.
Yahoo says its sports products are used by more than 100 million people each month.
Jesper Søgaard, Co-Founder and Co-CEO of Better Collective, said the agreement combines Yahoo's reach with Better Collective's betting technology and specialist content while creating additional opportunities for its sportsbook partners.
The partnership also aligns with Better Collective's performance-based commercial model. Revenue-share arrangements accounted for 47% of group revenue in 2025, while cost-per-acquisition agreements contributed a further 24%.
Better Collective has increasingly shifted its North American operations towards revenue-share agreements, generating €17 million in pure revenue-share income from the region during 2025. This exceeded its original expectation of between €10 million and €15 million.
Action Network Content Added To Yahoo Sports
The content element of the agreement will extend the reach of Action Network beyond Better Collective's existing portfolio of sports betting websites.
Yahoo Sports will publish selected Action Network articles and video analysis within its betting hub alongside its own editorial coverage. The platform's existing betting content includes analysis led by Senior Sports Betting Analyst Ben Fawkes.
The combination gives Better Collective access to a large mainstream sports audience while allowing Yahoo Sports to expand the betting tools and specialist analysis available to its users.
