Better Collective joins as founding member of All-in Diversity Project

As a member of the initiative, Better Collective will work with the All-in Diversity Project team and other supporters from across the gambling industry to promote diversity in the workplace. 

Better Collective, the first non-sportsbook founding member of the project, employs more than 900 people in 18 international offices and is working towards a goal of 35% of the underrepresented gender across top management and the group by 2030.

“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,” Better Collective’s co-founder and chief executive Jesper Søgaard said.

“As a listed company we feel we have an even greater responsibility not only towards our employees, partners and sport fans but also towards our shareholders. We want them to feel assured that diversity, equity, and inclusion (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.”

All-in Diversity Project co-founder Kelly Kehn added: “DEI is more relevant now than ever before. For an industry that has customers in every part of the world, the need to embrace diversity in all its forms is key to future growth and sustainability. 

“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.”