Better Collective Expands Swedish Presence with Acquisition of Leading Sports Media Brands

The digital sports media company Better Collective has completed a substantial purchase by adding four well-known sports media brands from Everysport Group to its portfolio as part of a strategic drive to strengthen its footprint in Sweden. Together, the purchased brands—SvenskaFans,,, and—attract 9 million ardent Swedish sports fans each month.

Growing Reach and Influence

Jesper Søgaard, the CEO of Better Collective, highlighted the importance of acquiring reputable national sports media to bolster the group’s standing. He stated, “An important pillar in Better Collective’s strategy is to acquire leading national sports media with strong brands and a loyal and returning following. That’s why these sports media brands fit perfectly into our portfolio.” He continued by expressing his hope that the media outlets will aid in the company’s expansion in Sweden by strengthening both its affiliate sector and its impact in general advertising.

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The Acquired Brands

The largest online sports fan community in Sweden was established in 2000 and is called SvenskaFans. SvenskaFans, which covers a wide range of topics from elite football to ice hockey and regional leagues, has built up a sizable fan base through user-generated material, such as match reports, interviews, podcasts, and diaries. The website receives over 5 million monthly hits and earns money from advertising (CPM) thanks to a strong roster of over 750 active contributors and a well-liked YouTube channel.

As Sweden’s top source for ice hockey news, shines by providing news and updates from the NHL, CHL, SHL, and HockeyAllsvenskan as well as other international leagues. has over 2.2 million monthly visits and earns money from advertising (CPM) and subscriptions. It is supported by a successful YouTube channel and a strong social media presence.

A renowned Swedish football media site called covers both national and international football news and stories. The website receives about 1.1 million hits per month and earns money through subscriptions and advertising.

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With its thorough coverage of the Swedish floorball leagues and national teams, InnebandyMagazinet becomes the go-to source for floorball lovers. Around 500,000 people visit this sports media channel each month, and it makes money by combining subscriptions and CPM advertising.

Positive Outlook and Growth Strategy

The Everysport Group’s CEO, Hannes Andersson, expressed satisfaction with the acquired businesses’ upward trajectory. He said that the purchase made today is evidence of Everysport’s ability to innovate and implement digitally. Andersson exuded assurance in Better Collective’s capacity to continue fostering and growing these companies and assuring their success.

The purchase will be made in three payments totaling 3.7 million euros, all of which will be paid for with cash. This purchase is positioned to enhance the sports media landscape and strengthen Better Collective’s position as the industry leader while it helps the firm further establish its presence in the Swedish market.

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