In Q3 2025, the industry’s biggest affiliates — Better Collective, Raketech, Gentoo Media and Catena Media — showed sharply different approaches to growth in the changing...
Better Collective launches FanReach in the US
On February 2, 2026, Better Collective, a digital sports media group, announced the launch of FanReach in the U.S., a platform designed to connect brands with engaged sports fans.
FanReach targets over 50 million sports fans through its owned media brands and social channels in the U.S. The app combines engaged zero- and first-party audiences and gives brands a single entry point to activate high-value fans, starting from awareness to acquisition and long-term retention.
Jesper Søgaard, co-founder and co-CEO of Better Collective, said:
“The launch of FanReach is a strategic milestone for 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 is specifically built for sports and betting audiences and allows advertisers to activate fans based on different signals, including engagement depth, content consumption patterns, behavioral and transactional indicators, device usage, sportsbook affinity, and geographic insights.
FanReach provides advertisers with verified first-party fan data as well as AI-driven audience modelling, and the app additionally offers cross-publisher and cross-platform activation and privacy-safe audience enrichment.
In a recent interview with AffPapa, Jesper Søgaard, Co-founder & Co-CEO at Better Collective, shared his insights on managing multiple brands, preparations for the 2026...
