Yahoo Sports has partnered with Better Collective to integrate the organization’s sports betting data into its product and content, as well as distribute select Action Network coverage across its betting hub.
“Betting odds and lines are increasingly important elements of sports storytelling, as they help fans better understand matchups, injuries, momentum and more,” Yahoo Sports GM Jarrod Schwarz said.
“We’re thrilled to team up with Better Collective to enhance our coverage with comprehensive betting analysis and data helping make fans smarter about the sports they love.”
The media website plans to leverage Better Collective’s technology and infrastructure to better connect users to relevant betting opportunities with licensed sportsbook operators in the US.
Editorial content from Action Network is also set to be made available across Yahoo Sports’ betting hub, meant to “complement” the site’s existing betting coverage and help extend the Network’s overall reach.
Better Collective Co-Founder and Co-CEO Jesper Søgaard also spoke on the new partnership, having said, "We are incredibly proud to partner with Yahoo Sports, one of the most iconic and trusted brands in digital sports media.
“This partnership is a major milestone for Better Collective, bringing together our sports betting data, technology and Action Network’s premium content with the massive reach of Yahoo Sports. Together, we have a unique foundation for delivering value and insight to sports fans while creating new opportunities for our sportsbook partners."
According to both parties, the integrations will help users “better understand the odds, lines and betting-related storylines shaping sports today.”
In March, Better Collective rolled out prediction market-focused hubs across Action Network and VegasInsider, scaling content production around probability-based topics spanning sports, politics and entertainment.
The strategy included expert analysis, social-first video formats and educational resources, alongside product integrations similar to its AI-driven betting tool, Playbook.
Better Collective reported revenue of €89m for the second quarter of 2026 on August 20, up 9% as growth across North America and talent-led media offset regulatory headwinds in the UK and Brazil
