Yahoo! Inks Deal to Boost Sports Betting Data & Coverage

Yahoo! Inks Deal to Boost Sports Betting Data & Coverage
Key Takeaways
- The deal will allow Yahoo Sports to integrate Playbook into its platform
- BetMGM has been the exclusive betting partner of Yahoo
- Users will be able to compare odds between top sportsbooks
Yahoo Sports is stepping up its game heading into the NFL season.
The company announced a new partnership with Better Collective to help improve its sports betting coverage, data, and technology. It will let Yahoo readers compare odds and find the sportsbooks that best fit their needs. The deal will also provide the company with more in-depth information that bettors can access when researching wagers.
The integration is already live and available on the Yahoo Sports website.
Yahoo to Use Playbook Tool
Beyond providing data, the partnership also allowed Yahoo to integrate Better Collective’s Playbook tool. This tool lets bettors compare odds across available sportsbooks, suggest parlays, and share promotions.
With the tool already in place, users will notice an immediate difference. When clicking on a game, Yahoo Sports will provide in-depth stats, trends, and stories from local sports media. Clicking on the “Odds” button will take them into the new Playbook tool, allowing them to compare odds in real time before placing their wager.
Yahoo Steps Up Industry Presence
Yahoo Sports rejected the idea of launching its own sportsbook after PASPA was overturned, instead choosing to partner with operators. It reached a deal to make BetMGM its exclusive sports betting partner in 2019, allowing users to seamlessly place wagers on the sportsbook from Yahoo Sports’ platform.
While MGM is still partnered with Yahoo, the deal with Better Collective means the sportsbook's exclusive deal is over. While BetMGM’s odds will be included in the Playbook tool, it will now need to compete against larger industry rivals like FanDuel and DraftKings.
The change sets Yahoo Sports apart from competitors like ESPN, which have stuck with exclusive sportsbook deals.
Big Win for Bettor Collective
Bettor Collective has been on the rise lately, thanks to their Playbook tool and acquisition of the Action Network. However, the deal with Yahoo may be its biggest win yet.
Co-Founder and Co-CEO Jesper Søgaard highlighted this in a press release announcing the deal.
We are incredibly proud to partner with Yahoo Sports, one of the most iconic and trusted brands in digital sports media. This partnership is a major milestone for Better Collective, bringing together our sports betting data, technology, and Action Network’s premium content with Yahoo Sports' massive reach. Together, we have a unique foundation for delivering value and insight to sports fans while creating new opportunities for our sportsbook partners.
Michael is an avid sports fan and a veteran bettor from Milwaukee, Wisconsin. He learned the trade from his grandfather in Las Vegas as a kid. As an adult, Michael started picking games for a small sports betting site and has built it into a career. His experience allows him to provide tips and information to help other bettors improve their game. Michael cheers for all Wisconsin pro teams, the Arizona State Sun Devils (his alma mater), and the Ottawa Senators. He specializes in baseball betting but has extensive experience in football, basketball, and hockey. When he isn’t pouring over stats, he’s spending time with his two young children or hiking and enjoying the outdoors.
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