Better Collective links up with the All-in Diversity Project as it expands Polish presence
Affiliate reaffirms commitment to addressing gender balance as it moves to beef up DEI initiatives
Better Collective has partnered with the All-in Diversity Project as it looks to put diversity, equality and inclusion (DEI) at the forefront of its operations.
The non-profit organisation acts as a central resource for the industry to support firms’ DEI targets and strategies and counts operators such as Entain, Flutter and Kindred among its members.
Better Collective noted that the move to join forces with the project aligned with its aspirations to work towards a greater gender balance across its top management.
The affiliate giant is aiming to have 35% of its top team made up by women by 2030 as part of its long-term strategy.
The Danish firm also confirmed that around 40 employees are already dedicating resources to working on DEI-related activities.
Better Collective’s co-founder and CEO Jesper Søgaard said: “By combining great minds and bringing different perspectives to the table, we will be more innovative and create even better solutions.
“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 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,” he added.
Kelly Kehn, co-founder of the All-In Diversity Project, said: “Diversity, equity and inclusion 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.
“With a tier-one brand like Better Collective who shares our values and goals on board, we will have the fuel and reach to rocket this industry forward.”
Elsewhere, Better Collective has also partnered with Polish news portal Wirtualna Polska as it looks to make further gains in Europe.
Under the remit of the agreement, Better Collective’s flagship Polish sports media arm, Zagranie, will deliver content, betting odds and analysis to Wirtualna Polska’s sports and sports betting branches.
Wirtualna Polska boasts more than 22 million monthly visitors, with the partnership set to launch at the end of March.