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Better Collective is on an ambitious journey to be the most prominent digital sports media company. With over 900 employees in 18 offices around the world, the group recognizes the importance and works actively to create a diverse, fair, and inclusive workplace. Better Collective joined the All-In Diversity initiative, an industry-driven initiative that benchmarks diversity, equality, and inclusion in the global igaming industry. This is a significant move, as it was the first non-sportsbook founding partner.
Better Collective is always looking to expand its reach to include DEI in all its facets and to play a key role in shaping the role of media agencies in creating an industry that is accessible for all. Better Collective is a leader in digital sports media and can be a role model for others by joining forces with All-In to push the DEI agenda throughout the industry.
Better Collective is currently working towards gender equality in top management and the inclusion of 35% of the less represented gender by 2030. Because the group believes that change starts “from the top”, its board of directors is already made up of diverse experts. Around 40 employees work with DEI-related activities at Better Collective as part of the group’s value around “Respect”.
Jesper Sogaard, co-founder of Better Collective and CEO said that “By combining great minds with different perspectives to the table we will be more inventive and create better solutions.” The products will appeal to more sports enthusiasts around the globe and attract the best talent. We see diversity and inclusion as a driver that makes financial sense and is good for business.
Mr. Sogaard said: “As a listed business, we feel that we have an even greater responsibility towards our employees and partners as well as towards our shareholders. We want them to be reassured that DEI is part our long-term strategy to build a sustainable business that will perform well not only in the present but also into the future.
Kelly Kehn, co-founder of All-in Diversity Project said, “Diversity and equity are more important now than ever before. Diversity is essential for any industry with customers from all parts of the globe. It is crucial to ensure future growth and sustainability. Media can change perceptions. Platforms that place DEI at their core have the potential to influence customers and the industry as a whole. We will be able to propel this industry forward with a Tier 1 brand such as Better Collective, who shares our goals and values.
