Sports Handle
Sports Handle is a U.S. digital media publication founded in 2017 that covers legal U.S. sports betting legislation, regulation, and operator news. Owned by Better Collective USA, it monetizes primarily through affiliate referral commissions on sportsbook, DFS, prediction market, and online casino sign-ups.
- Company typePrivate
- Founded2017
- HeadquartersLas Vegas, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Sports Handle does
Sports Handle is a U.S. digital media publication founded in 2017 that covers the legal U.S. sports betting industry, including state-by-state legislation, regulation, operator news, and market developments. The site is staffed by a small team of veteran journalists (1-10 employees) and explicitly disclaims paid guest posts, advertorials, and native advertising. Core products include original news and investigative reporting, state-specific sports betting coverage hubs for 23 states, expert operator reviews, dedicated content modules for prediction markets, sportsbook apps, DFS platforms, online casinos, and educational betting guides, plus proprietary tracking tools such as a Sports Betting Revenue Tracker and a Partnership Tracker. The technology stack is a WordPress-based content publishing platform with third-party integrations for email marketing (Aweber), web analytics (Google Analytics), and user behavior analytics (Hotjar).
The company operates as an affiliate marketing platform, earning referral commissions when readers sign up for sportsbooks, daily fantasy sports platforms, prediction markets, and online casinos through embedded promotional links and bonus codes. Its GTM motion is purely organic and content-driven: SEO-optimized editorial coverage of legislation, operator reviews, and bonus code articles drive traffic that converts through affiliate links to a concentrated set of major U.S. operators including FanDuel, DraftKings, BetMGM, Caesars Sportsbook, bet365, Hard Rock Bet, and BetRivers, alongside prediction market operators Kalshi, Novig, Polymarket, and others. Audience segmentation is horizontal, targeting both consumer bettors seeking operator comparisons and B2B industry stakeholders seeking regulatory and market intelligence.
Sports Handle is wholly owned by Better Collective USA, Inc., the U.S. subsidiary of Better Collective, a global iGaming affiliate marketing group, with corporate headquarters at 61 W 23rd St, New York, NY. The company has consolidated acquired regional brands OHbets.com and PennBets.com into the Sports Handle platform. Revenue is not publicly disclosed, no venture or institutional funding has been raised, and the business has no app, no subscription product, and no AI/ML capabilities evidenced in the source data.
Sports Handle firmographics
Firmographics- Name
- Sports Handle
- Legal name
- Better Collective USA, Inc.
- Website
- https://sportshandle.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Sports Handle is a U.S. digital media publication founded in 2017 that covers legal U.S. sports betting legislation, regulation, and operator news. Owned by Better Collective USA, it monetizes primarily through affiliate referral commissions on sportsbook, DFS, prediction market, and online casino sign-ups.
- Ownership category
- akta.pro rank
Sports Handle industry classification
Industry- Product category
- Sports Betting Media and Information
- NAICS
- Other Gambling Industries (713290)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Sportsbook Affiliate & Comparison Sites (MPAEAMAA)
- akta.pro secondary industry
- Fantasy Sports Monetization & Commerce (Subscriptions, Premium Tools, Marketplaces) (MPAEAHAI)
Keywords
Where Sports Handle is headquartered
LocationHeadquarters
- HQ city
- Las Vegas
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Sports Handle business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Affiliate Marketing / Referral Commissions: SportsHandle earns commissions (affiliate fees) when readers sign up for sportsbooks, daily fantasy sports platforms, prediction markets, and online casinos through its promotional links and bonus codes. The site explicitly discloses it contains commercial content and operates as an affiliate.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Sports Handle product offering
Product offeringCore offering
SportsHandle is a digital media publication that provides original and investigative reporting, opinion, and analysis on legal U.S. sports betting legislation, regulation, and business developments. The platform monetizes primarily through affiliate marketing, earning commissions when readers sign up for sportsbooks, DFS platforms, prediction markets, and online casinos via embedded promotional links and bonus codes. It also offers expert operator reviews, betting guides, and proprietary tracking tools covering state-by-state sports betting revenue and industry partnerships.
Product overview
SportsHandle is a news and information platform covering the legal U.S. sports wagering industry, launched in 2017 and owned by Better Collective USA. The platform provides original and investigative reporting on legislation, business, and policy through its core news platform, supplemented by state-specific sports betting coverage pages, prediction market and betting app reviews with promo codes, DFS platform coverage, betting tools and educational guides, iGaming/online casino reviews, podcasts curation, revenue tracking tools, and partnership tracking.
Differentiator
Problem solved
Functional benefit
Products and services
- SportsHandle News Platform Primary content platform providing original and investigative reporting, opinion, and analysis on U.S. sports betting legislation, regulation, business landscape, and industry news for U.S. sports bettors and iGaming enthusiasts.
- Sports Betting Revenue Tracker Internal tracking tool monitoring legal U.S. sports betting handle and tax revenue by state since the PASPA repeal. Provides industry intelligence data for bettors and industry stakeholders.
- Partnership Tracker Tool tracking sportsbook partnerships and industry M&A activity across the U.S. sports betting landscape. Provides market intelligence on operator partnerships and business developments.
Companies that use Sports Handle
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Sports Handle technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Sports Handle partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- Better Collective USA (Parent Company)coreSportsHandle is owned and operated by Better Collective USA, a global leader in affiliate marketing for iGaming. Better Collective USA provides the operational infrastructure, technology platform, and strategic direction for SportsHandle as part of its portfolio of sports betting and gaming information brands.
- OHbets.com and PennBets.com (Absorbed Content)minorOHbets.com and PennBets.com officially joined forces with USbets.com and transitioned all content to SportsHandle. This consolidation expanded SportsHandle's content library and geographic coverage without formal partnership agreements.
- FanDuelcoreFanDuel is featured prominently throughout SportsHandle's promotional content, bonus code articles, and operator rankings as a major sports betting affiliate partner driving user sign-ups and first deposits through embedded affiliate links.
- DraftKingscoreDraftKings appears extensively in SportsHandle's affiliate content including promo codes, operator reviews, and betting guides as a primary sports betting and DFS affiliate partner.
- BetMGMcoreBetMGM is a featured affiliate partner highlighted in SportsHandle's sports betting bonus code articles, operator reviews, and promotional content with codes such as HANDLE1550 and SHMAXGET.
- Caesars SportsbookcoreCaesars Sportsbook is featured in SportsHandle's affiliate promotional content, including bonus code articles for Caesars Palace Online Casino and sportsbook welcome offers.
- bet365corebet365 is featured in SportsHandle's sports betting promotional content with bonus code HANDLE and operator review coverage.
- Hard Rock BetcoreHard Rock Bet is covered in SportsHandle's affiliate promotional content including sportsbook bonus code articles and online casino rankings.
- BetRiverscoreBetRivers appears in SportsHandle's promotional content including promo code articles and best sports betting site rankings as an affiliate partner.
- KalshicoreKalshi is featured prominently in SportsHandle's prediction market coverage with dedicated promo code articles (code HANDLE offering $10-$15 bonuses) and editorial content covering the platform's regulatory developments.
- NovigcoreNovig is featured in SportsHandle's promotional content including the HANDLE promo code offering $50 bonuses for MLB predictions and NBA Playoffs trading.
- PolymarketcorePolymarket is featured in SportsHandle's promotional content with referral code HANDLE offering $50 trading bonuses for World Cup and other prediction market events.
- PrizePickscorePrizePicks is featured in SportsHandle's DFS promotional content and best DFS sites rankings with a dedicated promo code page.
- theScore BetminortheScore Bet appears in SportsHandle's sportsbook promotional content and best sports betting sites rankings as an affiliate partner.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Sports Handle competitors and assessment
Company assessmentDirect peers
- BettingPros: BettingPros is a sports betting data, picks, and affiliate platform covering U.S. sportsbooks. It competes with Sports Handle on picks content, sportsbook reviews, and affiliate-driven customer acquisition.
- RotoGrinders: RotoGrinders is a daily fantasy sports content, tools, and affiliate site covering DFS operators. Sports Handle's DFS vertical directly overlaps with RotoGrinders' audience and operator monetization model.
- OddsChecker: OddsChecker is a global odds comparison and sports betting affiliate site. It competes with Sports Handle on U.S. sportsbook comparison, bonus-code content, and SEO-driven affiliate conversions.
- Covers: Covers is a long-running sports betting and odds media site providing news, picks, and sportsbook affiliate links. It competes directly with Sports Handle for the same U.S. sports bettor audience and operator affiliate revenue.
- Bookies.com: Bookies.com is a sportsbook comparison and review site with affiliate links to U.S. operators. It competes with Sports Handle on sportsbook review content and operator acquisition affiliate commissions.
- Action Network: Action Network is a sports betting media and data platform providing news, picks, odds, and affiliate links to U.S. sportsbook operators. It is a sister brand within the Better Collective USA portfolio, sharing Sports Handle's exact business model of editorial coverage plus operator referral monetization.
- VegasInsider: VegasInsider is a sports betting news, odds, and picks platform with affiliate links to U.S. sportsbooks. It targets the same U.S. sports betting audience with a comparable editorial-plus-affiliate business model.
Broad incumbents
- Bleacher Report: Bleacher Report is a large general sports media publisher with sports betting content and operator relationships. It overlaps with Sports Handle in audience and adjacent editorial coverage but operates at much broader scale.
- The Athletic: The Athletic is a subscription-based general sports media outlet with growing sports betting editorial coverage. While not primarily an affiliate site, it overlaps with Sports Handle's audience and increasingly covers the betting industry.
Emerging players
- Dimers: Dimers is an AI-powered sports betting picks and analysis platform with affiliate ties to U.S. sportsbooks. It represents an emerging, technology-led entrant into the same niche as Sports Handle.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Sports Handle social profiles
Digital presenceSports Handle compliance and trust
Trust signalCompliance1 record
Sports Handle financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sports Handle leadership team
Management profileNumber of profiles
Sports Handle subsidiaries and ownership
Company hierarchySubsidiaries2 records
Sports Handle funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sports Handle M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sports Handle
What does Sports Handle do?
SportsHandle is a digital media publication that provides original and investigative reporting, opinion, and analysis on legal U.S. sports betting legislation, regulation, and business developments. The platform monetizes primarily through affiliate marketing, earning commissions when readers sign up for sportsbooks, DFS platforms, prediction markets, and online casinos via embedded promotional links and bonus codes. It also offers expert operator reviews, betting guides, and proprietary tracking tools covering state-by-state sports betting revenue and industry partnerships.
Is Sports Handle a public or private company?
Sports Handle is a private company. It is classified as corporate owned and is currently operating.
When was Sports Handle founded?
Sports Handle was founded in 2017. It employs 1 to 10 people.
Where is Sports Handle based?
Sports Handle is headquartered in Las Vegas, United States, in the North America region.
How does Sports Handle make money?
One revenue line is on record: affiliate Marketing / Referral Commissions.
Who are Sports Handle's main competitors?
Direct peers on record are BettingPros, RotoGrinders, OddsChecker, Covers, Bookies.com, Action Network and VegasInsider. Broad incumbents are Bleacher Report and The Athletic. Dimers is listed as an emerging player.
Does Sports Handle have an API?
No public API is recorded for Sports Handle.
What industry is Sports Handle in?
Sports Handle's product category is Sports Betting Media and Information. Its primary akta.pro industry code is MPAEAMAA, Sportsbook Affiliate & Comparison Sites, with a secondary code of MPAEAHAI, Fantasy Sports Monetization & Commerce (Subscriptions, Premium Tools, Marketplaces). Its NAICS code is 713290 and its SIC code is 7900.