Better Collective Files Lawsuit Against Boston Globe Media Partners, Alleging Breach of Contract And More

Better Collective Seeks $750,000+

Better Collective — a leading iGaming media group based in Denmark — is suing Boston Globe Media Partners over an alleged breach of contract. More specifically, Better Collective asserts that the Boston Globe engaged in the practice of “unfair and deceptive trade practices.”

Better Collective filed the suit on April 28 in the Suffolk Superior Court of Massachusetts, claiming that it is owed over $750,000 in damages and attorney fees.

Per the lawsuit, Globe Media sought out Better Collective to create sports wagering content for their website, ahead of the launch of sports betting in Massachusetts. The two entered into an agreement on August 19, 2022.

“The Agreement provides for BC to produce content related to sports wagering relevant primarily to the Massachusetts market and other legal sports wagering states and to leverage its commercial relationships to provide advertisements for sports wagering Operators,” the lawsuit reads. “ was required to develop, maintain and host a subsection of its website to display the Betting Content on agreed-upon URLs.”

Massachusetts Advertising Regulations Play A Role

It also claims that both parties agreed to negotiate a reduction of any fee owed to Globe Media by Better Collective pending regulatory changes from the Massachusetts Gaming Commission (MGC) that would impact the fairness of the agreement. In the months leading up to the Massachusetts launch, the MGC did impose several advertising restrictions.

As a result, Better Collective is claiming that these changes constituted a change to their agreement – they sent a notice to Globe Media on Feb. 8 suggesting these changes. According to the lawsuit, “Globe Media refused even to discuss any reduction in fees and failed to cure its material breaches of the Agreement.”

Globe Media Responds

According to the lawsuit, Globe Media raised “false allegations of impropriety on the part of BC in a transparent and improper effort to leverage a resolution to avoid the consequences of its numerous breaches of the Agreement and mandatory reduction in fees.” It goes on to suggest that Globe Media wanted to end its relationship with Better Collective to expand its relationship with DraftKings.

In total, Better Collective has four different counts of varying allegations ranging from breach of contract to unjust enrichment.

Globe Media’s Director of Communications, Community & Corporate Partnerships, Heidi Flood responded for comment on behalf of Globe Media.

“Better Collective failed to meet its obligations under the agreement, causing Boston Globe Media Partners significant harm. BGMP intends to file counterclaims and prevail on this meritless suit,” she wrote to Lineups on Tuesday.

Mia Fowler is a graduate of Chapman University where she studied business marketing and journalism and played on the women’s soccer team. Following her 16-year journey with soccer, she started writing for She specifically enjoys analysis of the NFL.

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