Better Collective expands in Brazil through sports media platform Torcedores.com acquisition


Digital sports media group Better Collective has expanded its presence in the South American region by acquiring Brazilian sports media platform Torcedores.com. The deal also includes other smaller assets in the Torcedores.com portfolio, with Better Collective set to take over all operations.

“Better Collective continues its M&A strategy fuelling the sports media group’s expansion in the Brazilian market,” the company said in a statement. “Adding the first Brazilian sports media brand to the group, Better Collective will leverage its best-in-class digital expertise in one of the world’s fastest-growing markets.”

Torcedores.com is a Sao Paulo-headquartered sports media platform with an extensive content generation network. Sports content is focused on soccer, but it also covers others such as basketball, volleyball, tennis and esports.

Simon Hovmand-Stilling, CEO of Better Collective South America, said: “I am truly excited to be welcoming Torcedores.com as our first sports media brand in Brazil. The sports brand complements our strategic position in the region and will expand our reach and sports content production – which in turn will make us even more relevant to our partners.

South America, and more specifically Brazil, is an important growth driver for Better Collective and fits perfectly with our vision of becoming the leading digital sports media group.”

During the last 12 months, the media has averaged a monthly audience of more than 12 million sports fans with a high percentage of returning users. Torcedores.com has also experienced strong growth on social media, with a large Facebook following and diverse audiences across YouTube, TikTok, Twitter/X and Instagram.

Among the highlights of the acquisition, Better Collective says the deal enables it to increase its presence in a strategically important region while leveraging its position as a media partner to advertisers in Brazil. Torcedores.com also provides it with access to a skilled network of content providers throughout Brazil.

Better Collective is set to utilize its toolbox of revenue streams in the partnership, as Torcedores.com has only been monetizing through traditional advertising (CPM) up until now.

The acquisition comes as the group ramps up its footprint in the Brazilian market, investing to establish a dedicated organization in the country while moving into a new office in Rio de Janeiro in September. With the acquisition of Torcedores.com, Better Collective will cement its presence with its offices in both Rio de Janeiro and Sao Paulo.

The Brazilian market represents significant growth opportunities for the group, as we are looking to apply our M&A and market entry strategy proven to be successful in both Europe and North America to grow our presence in the Brazilian sports media market. To build a leading position, localization and strong media brands are key ingredients – acquiring Torcedores.com fits perfectly into that strategy,” said Hovmand-Stilling.

Details of the transaction remain undisclosed, although Better Collective noted that the group will finance the purchase with cash. The company’s 2023 financial targets remain unchanged following the acquisition.