Better Collective has brought its audience intelligence and activation platform FanReach to the US, just months after the launch of its AI-backed Playbook solution in the country.
The FanReach platform is designed to help advertisers reach sports fans using first- and zero-party data.
It brings together Better Collective’s proprietary audience data, publisher network and AI-driven predictive modelling to create a unified fan graph covering sports bettors, fantasy players and mainstream sports fans.
Audience segments are built on deterministic, consented data signals based on user behaviour, the company said, making it a privacy-first alternative to third-party data-driven advertising models.
It will serve as a core component of AdVantage – the company’s broader data-driven monetisation ecosystem aimed at expanding revenue opportunities across its portfolio of sports media brands.
In the US, the Copenhagen-headquartered business currently reaches more than 50 million sports fans across its owned media brands and social channels.
These include Action Network, HLTV, FUTBIN, AceOdds, Playmaker HQ, The Nation Network and Bolavip.
The company said that its engagements are expected to grow as FanReach is rolled out across additional US brands and other international markets.
Rebounding from Q3 results
The launch comes as the company looks to bounce back from the drop in revenue and EBITDA it suffered from in Q3 2025. EBITDA dropped 8% to €21m, whilst revenue dipped by 4% to €78m.
“The launch of FanReach is a strategic milestone for Better Collective,” said Jesper Søgaard, co-founder and co-CEO of Better Collective.
“It strengthens the foundation of our AdVantage ecosystem by allowing us to better understand our users, segment them intelligently, and monetise those audiences across platforms.
“With FanReach, we can help partners and advertisers activate attractive and highly engaged premium sports audiences with greater precision and performance in a privacy-first environment.”
FanReach enables advertisers to activate audiences using signals derived from Better Collective’s media properties, including content consumption patterns, engagement depth, behavioural and transactional indicators, device usage, sportsbook affinity and geographic data.
The platform supports activation across Better Collective’s publisher network, as well as programmatic, private marketplace, guaranteed and social buying channels.