Stockholm-listed iGaming affiliate Better Collective has signed a content supply deal with NJ Advance Media for New Jersey’s largest news site.

The collaboration provides Better Collective with an additional marketing channel to support licensed operators in New Jersey.

Better Collective will provide its technology and content for sports betting and casino to, a leading provider of digital news in the state, which will be co-branded with Better Collective’s flagship product

It marks the first deal for Better Collective’s newly established media partnership division, which will open an office in New York led by former Metroxpress Denmark editor-in-chief Simon Hovmand-Stilling, who joined Better Collective late last year as director of group media sites.

“We aim to make sports betting and gambling entertaining, transparent and fair, and a partnership with a big brand like NJ Advance Media LCC and, which is clearly the go-to site for news and entertainment in New Jersey, allows us to empower millions of American online bettors, which is one of our key objectives,” said Better Collective CEO Jesper Søgaard.

“This innovative partnership – in my mind – very well illustrates the future of the fierce media market. I think we will see more partnerships like this, and we will definitely be able to really benefit from each other’s expertise. I am proud that NJ Advance Media LCC has chosen us to assist them in developing their business.”

NJ Advance Media will receive a fixed license payment, with all future revenue generated in the partnership split in favour of Better Collective.

“We are excited about our new partnership with Better Collective and the value it will provide our readers,” said NJ Advance Media vice president of strategy and innovation Danny Ortiz. “As online gaming becomes more prevalent in New Jersey, it was important for us to partner with someone whose core values align with ours.

“Better Collective was the clear choice because of their proven responsibility to journalistic standards, compliance and their commitment to fighting gambling addiction. We look forward to a long-standing partnership.”

Shares in Better Collective A/S (STO:BETCO) were trading down 1.58 per cent at SEK80.80 per share in Stockholm Tuesday morning.