Sustainability strategy

Working actively and strategically with all aspects of corporate risk, impact, and responsibility is no longer optional, it is expected. Investors, regulators, partners, users, and employees all demand greater transparency, stronger governance, and meaningful action. As Better Collective continues to grow into a leading global digital sports media group, we see sustainability not only as a responsibility, but as a driver of innovation, trust, and long-term business resilience.

Since our founding in 2004, we have built a company rooted in transparency, accountability, and sustainable growth. Our ambition is to lead our industry by creating engaging and responsible user experiences, fostering a diverse and empowered workforce, and operating with the highest ethical standards across all markets.

In 2024, we updated our Double Materiality Assessment (DMA) to align with the European Sustainability Reporting Standards (ESRS) under CSRD. This process helped us identify the most material sustainability impacts, risks, and opportunities (IROs) across our operations and value chain, and prioritize the topics that matter most to our business, our stakeholders, and society.

Acting where our impact is greatest

As a global digital sports media group, our operations have both direct and indirect impacts on people, society, and the environment. Our ESG focus is structured around the following main areas:

These areas are aligned with the material Impacts, Risks, and Opportunities (IROs) identified through our Double Materiality Assessment (DMA), and they reflect where Better Collective has the greatest responsibility and potential for positive impact.

For each focus area, we track progress through a set of ESG-specific KPIs and disclosures. These include both ESRS-aligned indicators and entity-specific metrics tailored to Better Collective’s operations. You can explore the full overview of KPIs and related actions in our annual report.

Social 

S1 – Own workforce

We recognize that our employees are at the heart of our success. Supporting them means creating a workplace that is fair, inclusive, and built for long-term performance. Our policies, procedures, and processes form the foundation of our commitment to preventing potential negative impacts while fostering positive outcomes. These frameworks guide our efforts to identify, assess, and address material impacts on our workforce, ensuring that our workplace remains healthy, inclusive, and equitable. Our impact-focused topics:

S4 – Our users 

As a global digital sports media group, our core business is deeply connected to our users. This responsibility shapes how we operate, design content, and build trust. We empower millions of users with transparent and educational content as well as safer gambling tools. Our platforms promote informed decision-making, while partnerships with licensed sportsbooks and Mindway AI help raise standards across our industry. Our impact-focused topics:

Governance

Strong governance is the foundation of our sustainable growth. At Better Collective, ethical business conduct is a core pillar of our business model and sustainability strategy. We embed accountability, transparency, and compliance into every level of our organization to protect stakeholder trust and ensure long-term resilience. 

As a global digital sports media group with growing influence, we recognize our responsibility to lead by example promoting ethical, transparent, and fair conduct across our operations and the wider industry. Our impact-focused topics:

Environment

We recognize the need to decrease the negative climate-related impact of our business. Our long-term commitment is to implement a precautionary approach to environmental challenges and minimize our negative impact through resource efficiency and decarbonization to the greatest possible extent. While our environmental footprint is limited, we acknowledge our indirect impact through IT infrastructure. We actively monitor emissions and energy use and are committed to continuous improvement in climate responsibility. Our impact-focused topics: