TORONTO: Sports media group Better Collective has agreed to buy Canadian digital sports media company Playmaker Capital for €176 million ($188m) in a deal that will nearly double its audience across the globe.
Better Collective owns and operates a number of global and national sports brands, including esports news platform HLTV and Action Network (sports media company featuring news and analysis focused on sports betting in the United States).
The Transaction is to be effected by way of a court-approved plan of arrangement and is expected to close in the first quarter of 2024, subject to receipt of Playmaker shareholder and court approvals, a required regulatory approval and customary closing conditions. Completion of the Transaction is not subject to any financing condition.
Jordan Gnat, director & CEO of Playmaker, says: “Over the past 12 months I have been talking a lot about a transformational deal for Playmaker and its shareholders that will take this company to the next level. Today’s announcement does exactly that, and I could not be more excited for the Playmaker family to join the Better Collective family. Their success is undeniable and their vision to become the leading digital sports media group aligns with us exactly. The cultures of our companies are very similar and I see the integration and synergies to be incredibly accretive to shareholders.”
Jesper Søgaard, co-founder & CEO of Better Collective, says: “Acquiring Playmaker is in many ways transformational for Better Collective and will be an important milestone in our journey towards becoming the leading digital sports media group. Upon closing of the acquisition, we will be able to significantly grow our audience and reach a larger segment of generalist sports fans. For years, Playmaker has built incredibly strong sports media brands and excited sports fans across the Americas with high-quality sports content, cultivating a loyal and dedicated following. The skilled team behind Playmaker brings a unique set of media competencies that will boost our organization. Saying that I am excited to welcome the new team to the Better Collective group would be an understatement.”
Highlighted Synergies and Benefits to Better Collective Going Forward
Each of Playmaker and Better Collective will benefit from enhanced scale and greater levels of product, technology and marketing investments.
Each party will secure substantial prospects for portfolio improvement, particularly across Playmaker’s sports media brands, which will integrate Better Collective’s capabilities within performance based marketing related to customer acquisition.
The Transaction will enhance overall product, geographic and demographic diversification and reach for each of Better Collective and Playmaker.
The Transaction gives rise to opportunities for significant operational synergies and opportunities for rationalization and monetization enhancements in the Company’s business.
Through the acquisition of Playmaker, Better Collective will be able to grow its audience across the Americas among generalist sports fans and secure a market leading position in South America having acquired the most visited sports media brands in the region.
Advisors
Canaccord Genuity Group (“Canaccord”) is acting as independent financial advisor to Playmakers’ board of directors. Oakvale Capital LLP is acting as financial advisor and Goodmans LLP is acting as legal advisor to Playmaker in connection with the Transaction.
Moelis & Company is acting as financial advisor and Stikeman Elliott LLP and Bech-Bruun Law Firm P/S are acting as legal advisors to Better Collective in connection with the Transaction.
