Better Collective becomes a founding member of All-in Diversity

Better Collective is the latest company to join the initiative Everything for diversity by becoming the first founding member not belonging to the world of sport.

Joining figures like Entain, caesars, Betsson, Flutter And Kindred GroupBetsson’s inclusion in the All-in Diversity project will allow the company to provide guidance and support by sharing best practices and resources.

The co-founder and CEO of Better Collective, Jesper Sogaardexplains: “By bringing together great minds and bringing different perspectives, we will be more innovative and create even better solutions.

“The products will appeal to more sports fans around the world, while attracting top talent. It’s also why we approach diversity and inclusion as drivers that make financial sense and are good for business.” »

The All-in Diversity Project is a non-profit organization that helps business and industry improve diversity, equality and inclusion. All-in is a central resource for data and tools that help companies make DEI a successful business strategy.

Better Collective expressed that the company constantly seeks to broaden its scope to encompass DEI in its broadest sense, and play a central role in shaping the role media agencies play in building a industry accessible to all.

Co-founder of the All-in Diversity project, Kelly Kehnadded, “Diversity, equity and inclusion are more important than ever. For an industry that has customers in every region of the world, the need to embrace diversity in all its forms is essential for future growth and sustainability.

“Media has the power to change perceptions and platforms that put DEI at the heart of their business have the power to impact customers and our reputation as an industry.

“With the arrival of a leading brand like Better Collective, which shares our values ​​and our objectives, we will have the fuel and the reach necessary to move this sector forward. »

Currently, Better Collective is working towards a gender balance in top management and the group of 35% of underrepresented gender by 2030. The group believes that changes start “at the top”, which according to the company, is why its board of directors is already comprised of a diverse group of experts.

Across Better Collective, around 40 employees are already actively working on DEI-related activities as part of the group’s value around ‘respect’.

Mr. Søgaard said: “As a publicly traded company, we feel we have an even greater responsibility, not only to our employees, partners and sports fans, but also to our shareholders.

“We want them to feel confident that DEI is part of our long-term strategy to build a sustainable business that will perform well not only today and tomorrow, but well into the distant future. »

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