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LBG acquires Betches

LBG Media, owner of the LADbible Group, has today announced the acquisition of Betches, a US-based media brand founded by women, for women.

LBG acquires Betches
"Betches is a brand founded by women, for women."

LBG Media has a global social following of over 410 million and generates over 100 billion views annually through its brands such as LADbible, UNILAD, GAMINGbible and SPORTbible. LBG Media is a leader in advising global brands how to engage, understand and drive results across youth audiences, says the company.

The acquisition strengthens LBG’s ambitious growth strategy through acceleration of its presence in the US, where it already has a team and over 100 million social followers. It represents a big opportunity with the US being the number one advertising market in the world.

Betches is a market leading brand for women aged 18-34 globally, complementary to LADbible Group’s strength within Gen Z audiences. With an average monthly social reach of 250 million, Betches has a highly engaged following across a number of passion points including comedy, parenting, weddings, travel, and entertainment.

Betches was established in New York in 2011 by three female founders, who are remaining with the business post acquisition. Betches is a brand founded by women, for women, with humour and authenticity at its heart - it delivers its unique perspective through social, branded partnerships, live-events, merchandise, podcasts and newsletters, says LBG Media.

Solly Solomou: “The Betches story is similar to ours.” Photograph: LBG Media.

Solly Solomou, CEO at LBG said: “The joining of LBG and Betches is a step change for LBG Media and an incredibly exciting milestone in the Group’s story, delivering on a key strategic priority of US expansion. The Betches story is similar to ours, founded during university and growing to a brand that is at the heart of youth culture – it is a perfect fit for the LBG Media family. We are all excited to work with the talented Betches team and get started on the opportunities ahead.”

Aleen Dreksler, CEO at Betches said “It’s a very exciting day in the history of Betches Media as we begin this next chapter with LBG Media, a highly influential media owner with massive global reach. Betches has been on the cutting edge of women’s media and disrupting internet culture in the US for over a decade, and this acquisition will enable us to achieve new heights in our global footprint, new original programming, brand partners, and much more. The synergy between LBG and Betches is unmatched, with our similar origin stories and passion for connecting with Millennial and Gen Z audiences, making this a natural next step for our company. We remain committed to our ambition to be the number one humour platform for women globally and are confident that the legacy we have built for Betches will continue to thrive with the newfound support of LBG and its leadership.”

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