Better Collective Joins Forces with All-In Diversity Project

Better Collective has announced that it is joining the All-In Diversity Project in order to help improve diversity, equity, and inclusion (DEI) across the entire gambling industry.

At present, Better Collective works towards achieving a gender balance across top management. Across the company, there are currently close to 40 employees actively working on DEI activities as part of the group’s ‘Respect’ agenda.

By combining great minds and bringing different perspectives to the table, we will be more innovative and create even better solutions. Products will further appeal to more sports fans all around the world while also attracting the best talents. That is also why we approach diversity and inclusion as drivers that make financial sense and are good for business.
As a listed company, we feel we have an even greater responsibility not only toward our employees, partners, and sports fans but also to our shareholders. We want them to feel assured that DEI is part of our long-term strategy in building a sustainable business that is here to perform not only today and tomorrow but also far into the future”

Jesper SøgaardBetter Collective Co-founder and CEO

Kelly Kehn, a Co-Founder of the All-In Diversity Project, explained that as a truly global industry, it is essential for gambling companies to “embrace diversity in all its forms” to ensure future growth and sustainability.

Speaking about Better Collective, Kehn said, “Media has the power to change perceptions, and those platforms with DEI at the heart of their business have the power to impact both customers and our reputation as an industry overall. With a Tier 1 brand like Better Collective who shares our values and goals on board, we will have the fuel and reach to rocket this industry forward.”