The prominent Danish gaming company, Better Collective, is staying mum about a possible major agreement to purchase Spotlight Sports Group.

Conjecture began circulating following an article in The Sunday Times implying that Better Collective was considering a takeover of Spotlight. Nevertheless, the firm has since refuted the report as “mere conjecture.”

The Sunday Times piece asserted that Spotlight’s proprietor, private equity group Exponent, was aiming to divest the company for a hefty £500 million. The article further fueled speculation by identifying Better Collective as the leading contender to acquire the sports media entity.

Spotlight holds a significant presence in the online sports realm. They are renowned for their celebrated horse racing publications such as the Racing Post, but they also manage a collection of popular betting advice websites, including MyRacing, Free Super Tips, Soccerbase, and the US-oriented Pickwise.

Rumors regarding Exponent’s intention to capitalize on Spotlight first emerged in November 2021 when reports surfaced that they were engaged in discussions with investment banks. Subsequently, it was disclosed that Exponent had enlisted PJT Partners to oversee the sale of Spotlight.

Despite the increasing speculation, Better Collective maintained its typical reticence when contacted for input by Gambling Insider. They released a statement declaring, “The article is purely speculative, and given our established M&A strategy and history, it is not unexpected that we are mentioned when there are rumors about sales processes within the industry. However, we do not comment on, or engage in, speculation.”

Better Collective, with headquarters in Copenhagen and listed on the Stockholm Stock Exchange, boasts a market capitalization of nearly SEK 8 billion (approximately $799 million). The company already possesses an extensive portfolio of betting guidance websites, encompassing prominent names like Bettingexpert.com, Irishracing.com, and SmartBet.

Enhanced Collaborative, a European sports wagering media conglomerate, is significantly expanding into the American market. They have already procured Action Network and RotoGrinders, two prominent entities in the US sports media realm, and are now incorporating Spotlight Sports Group into their portfolio. This acquisition is a clear indicator that Enhanced Collaborative is committed to becoming a leading power in the United States, and it is poised to disrupt the sector.