Spotlight Sports Group has today announced a multi-year agreement with Better Collective to supply the Danish sports betting media group with sports and racing content via the recently launched Superfeed content engine.

The agreement sees Better Collective use the group’s customised handwritten betting editorial across their portfolio of global multilingual domains. Spotlight Sports Group ability to deliver betting specific editorial in over 80 languages is key to the project as each site will offer localised content across Europe and the US.

The deal also includes a full integration of Spotlight Sports Group racing Superfeed across selected sports media platforms within the Better Collective Group. Leveraging the authority of the Racing Post super brand, the Superfeed racing content engine provides Better Collective with industry-leading racing data analysing over 60,000 races annually.

The agreement is an extension on an existing deal that has grown exponentially. Spotlight Sports Group has increased its content offering in the past five years and Better Collective has benefitted to deliver expert content to their audience around the world supporting its in-house content team.

Spotlight Sports Group’s bespoke sports betting editorial ensures customers are informed with high-quality long-form pieces covering all sports and racing from around the world. With a summer of sport about to kick off, the group produces 100s of articles a day spanning every sport, to keep customers up to date on the breaking news as and when it happens.

Discussing the announcement Spotlight Sports Group Account Director, Daniel Smith said:

‘We have a great long-term relationship with Better Collective. It’s evolved year on year from a small amount of racing content to the integration of our premium racing data through Superfeed and in-depth racing and sports editorial in a multitude of languages. We’re already excited to add our international racing and further Superfeed integrations when the time comes.

‘Working with Better Collective means our content reaches more customers daily which enriches their sports betting experience. Integrating our Superfeed content enables Better Collectives’ global audience to expand their sporting knowledge and help them to make better choices through the insight from our team of over 200 localised betting journalists.’

Better Collective’s Senior Director Group Media and Commercial Sites Simon Hovmand-Stilling added:

‘We’ve worked with Spotlight Sports Group for a number of years because we know they produce top quality content. Most recently, we have successfully added in the multilingual offering and integrated data from Superfeed. We’re constantly striving to offer that enhanced sports betting content experience and we have pursued a successful M&A strategy over the past number of years to strengthen our position in core markets. With the integration of Superfeed, we are able to scale our ability to deliver premium content to the users of our sites empowering sports fans to make knowledge-based betting decisions. ’