Here’s the story in 30 seconds…
Jesper Søgaard has spent more than 20 years building one of the world’s leading sports media and betting‑affiliation companies.
At 19, he noticed that sports fans had no trusted way to compare odds, and sportsbooks needed a better way to acquire customers.
So, he and his co‑founder started Better Collective in 2002, growing it from a small website into a global platform for affiliate marketing, odds comparison, and sports‑media monetization.
This week we spoke with Jesper Søgaard: Co‑Founder & CEO of Better Collective, and the builder behind Europe’s most successful sports‑betting media and affiliate platforms.
For years, affiliate marketing was their only business model.
Since 2017, to scale the business:
They raised €65M at IPO.
They acquired more than 35 companies.
They built new revenue engines across subscription, programmatic ads, and talent‑led media.
Today, Better Collective positions itself as the go‑to platform that helps sports fans decide where to bet, using its audience and influence to drive those choices.
It is positioning itself to serve the growing number of fans entering prediction markets.
It now operates across Europe, North America, and South America, enters the World Cup with its largest audience ever, and remains the only major buyer still active in the space.
👇 How Jesper Scaled Europe’s Leading Sports‑Betting Media Platform
To the visionaries allocating, building, and moving the industry forward,
Edoardo Grandi
