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Better Collective partners with the Chicago Tribune

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The affiliate will provide expert sports betting advice to the Tribune’s readership.

Better Collective (BC) has partnered with the Chicago Tribune to deliver sports betting content along with premium sports journalism. The Tribune is a leading source of news in the Midwest, with over 18 million monthly visitors to its website; it also boasts the nation’s seventh largest circulation figures.

The sporting affiliate will provide the newspaper with exclusive betting odds, sports analytics, tips for upcoming games, analysis of teams and players and direct links to sports betting platforms. The links will allow for the seamless placement of wagers for Tribune readers.

BC CEO Marc Pederson says, “The Midwest and Chicago have so many great sports fans. We are very happy that we can bring engaging content, data and tips to dedicated readers of the Chicago Tribune that want to learn more about sports and sports betting.”

This partnership will be co-branded by BC’s subsidiary Action Network, a digital sports media company, that will provide analytical tools to help sports bettors make more informed wagers.The team-up is expected to be operational by mid-August in time for the start of the NFL season.

There is a perceived appetite for sports betting in the Windy City. Cook County, which includes Chicago, received $37.6m in adjusted revenue from wagers in April alone.

Action Network Chief Content Officer Chad Millman commented: “As a Chicago native, I know local sports fans have a hunger for expert sports betting information. That's why we're thrilled to partner with the region's most respected news authority, delivering the depth and breadth of content that readers have always appreciated from The Tribune.”

The Chicago Tribune Executive Editor Mitch Pugh concurs that there is significant overlap between the newspaper’s readership and sports bettors in Chicago. He says, “Our readers depend on The Tribune for sports news and information. The recent expansion of legalized sports gambling in our readership area makes this partnership with BC a timely way to serve our readers.”

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