Philosophy

Since its founding in 2004, Better Collective has grown from a two-person startup into a leading global digital sports media group. Across this journey, one principle has remained constant: we believe that real success is built not just on performance, but on responsibility. 

Our approach to sustainability is rooted in our ambition to create long-term value for our users, employees, partners, shareholders, and the communities in which we operate. We strive to grow a business we can take pride in one that reflects integrity, fairness, and a deep respect for the world around us.

We have made deliberate choices that reflect this philosophy: keeping our headquarters and company registration in Copenhagen to remain accountable to our roots; investing in local communities through Better Collective Academies; and building a diverse, inclusive culture with more than 45 nationalities represented across 27 countries.

Our governance model has always emphasized transparency and ethics. We established a professional and diverse Board of Directors early on, well before our public listings. We partner exclusively with licensed sportsbooks, support safer gambling through innovative tools like Gamalyze, and remain steadfast in our zero-tolerance approach to corruption and unethical behavior.

Sustainable growth for us means achieving high profitability while strengthening trust, compliance, and innovation across the business. We see sustainability not as a checklist but as a lens through which we make better decisions and build a stronger, more resilient group.

This is our philosophy. It is how we work, how we lead and how we plan to grow.

Jesper Søgaard and Christian Kirk-Rasmussen

CO-Founders and Co-CEOs