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Better Collective has inked a content and commercial media partnership with PUNCH Nigeria, a significant player in Nigeria’s media ecosystem.

The partnership marks Better Collective’s first foray into the African continent.

It also serves as another step towards realising the company’s vision of transforming from a sports betting affiliate into a “leading digital sports media group.”

PUNCH is one of Nigeria’s leading newspaper groups, consisting of seven digital publishing platforms, four print newspapers, video and podcasts verticals, and publishing subsidiaries.

With more than 11 million social media followers, PUNCH is Nigeria’s most influential medium on social media and a major media industry player.

The partnership will see Better Collective run a sports betting section on PUNCH’s digital platform, Punchng.com, with English language content.

Better Collective co-founder and CEO Jesper Søgaard: “Not only will we be partnering with Nigeria’s market leader, but this partnership also allows us to establish a presence on the African continent.”

Better Collective co-founder and CEO Jesper Søgaard commented: “We are very proud to partner with such a well-established news media like PUNCH.

“Not only will we be partnering with Nigeria’s market leader, but this partnership also allows us to establish a presence on the African continent.”

Adeyeye Joseph, managing director and editor-in-chief of PUNCH, added: “We hope that this partnership will help PUNCH to serve Nigeria’s growing sports betting community with high quality content while also helping our company to further its audience and revenue goals.”

While its primary audience is Nigerian, PUNCH’s reach extends beyond Nigeria to other parts of Africa and includes significant audiences in Europe, North America, and Asia.

Africa is seen as a growth market for the iGaming industry. Nigeria is the biggest country on the continent by population and home to more than 200 million people.

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