Better Collective launches FanReach audience platform in US
Better Collective has rolled out FanReach in the United States, a new audience intelligence and activation platform aimed at connecting advertisers with sports fans across igaming, sports betting, fantasy sports and broader sports media channels. The launch highlights growing demand for access to first-party, consented data within premium sports environments.
FanReach combines Better Collective’s zero- and first-party data with its owned publisher network and AI-driven predictive analytics to form a unified, scalable fan graph. Audience segments are created from deterministic, fully consented user behaviour signals, making the platform suitable for privacy-compliant advertising strategies in the igaming sector.
The product is part of AdVantage, Better Collective’s broader data monetisation framework, which seeks to expand revenue streams beyond traditional affiliate models. FanReach functions as an infrastructure layer, enhancing audience understanding and enabling diversified monetisation across the group’s media properties, including those focused on sports betting and igaming.
At launch, FanReach reaches over 50 million sports fans in the US via Better Collective’s owned media and social channels, with plans to grow as additional brands join the platform. The system aggregates audiences into a single access point, allowing advertisers to run campaigns across the funnel from awareness to acquisition and retention within sports and igaming verticals.
Built primarily on authenticated first-party data, supplemented by zero-party insights, FanReach contrasts with open advertising ecosystems that rely heavily on third-party data. This approach supports long-term data ownership and precise targeting in a post-cookie environment, including compliance with strict igaming regulations.
Activation can occur across Better Collective’s publisher network as well as through programmatic and direct-buy channels. Sports and betting signals including content engagement, transaction behaviour, device usage and sportsbook preferences inform AI-powered segmentation and predictive modelling, ensuring campaigns reach highly relevant audiences.
Jesper Søgaard, Co-founder and Co-CEO of Better Collective, said: “FanReach marks a strategic step forward. It strengthens the AdVantage ecosystem by allowing us to understand users better, segment audiences intelligently and help advertisers activate engaged premium sports audiences with precision all within a privacy-first framework.”
