Affiliate giant Better Collective has inked a new strategic partnership with NJ Advance Media which will see the marketing agency work towards delivering both its technology and content for sports betting and casino on NJ.com
The new agreement is due to be co-branded with Better Collective’s flagship BettingExpert.com, which is set to offer an array of education to New Jersey’s punters.
Danny Ortiz, vice president of strategy and innovation at NJ Advance Media, praised the new agreement. He commented: “We are excited about our new partnership with Better Collective and the value it will provide our readers.
“As online gaming becomes more prevalent in New Jersey, it was important for us to partner with someone whose core values align with ours.
“Better Collective was the clear choice because of their proven responsibility to journalistic standards, compliance and their commitment to fighting gambling addiction. We look forward to a long-standing partnership.”
As it stands, NJ.com is the largest news site in The Garden State, allowing Better Collective to benefit from the additional channel to market, operate, and manage customer contacts to the betting and casino operators holding New Jersey betting licences.
The details of the financial terms of the partnership have not yet been confirmed, however, NJ Advance Media will receive a fixed license payment and all future revenue generated in the partnership will be split between the parties balanced in favour of Better Collective.
Jesper Søgaard, chief executive of Better Collective, added: “We aim to make sports betting and gambling entertaining, transparent and fair, and a partnership with a big brand like NJ Advance Media and NJ.com, which is clearly the go-to site for news and entertainment in New Jersey, allows us to empower millions of American online bettors, which is one of our key objectives.
“This innovative partnership – in my mind – very well illustrates the future of the fierce media market. I think we will see more partnerships like this, and we will definitely be able to really benefit from each other’s expertise.”