Better Collective steps in as founding member of All-in Diversity project

Better Collective, a leading digital sports media group with more than 900 employees across the world, has joined the All-In Diversity Project, an industry initiative which is focused on driving diversity and fostering equality at the heart of the iGaming industry. Better Collective’s addition to the list of founding members is a watershed moment for the entire project as this is the first time that a non-sportsbook entity has joined the founding members.

Better Collective is effectively stepping in alongside other prominent companies from the sector, including Flutter Entertainment, Kindred Group, Betsson Group, Caesars Entertainment, and Entain, among others. In the official statement, the All-in Diversity project stated that Better Collective as a company is looking to ensure that media agencies have a pivotal role to play in forging an industry that is accessible and open to all.

Better Collective has been hailed as a role model in that regard and by teaming up with All-In, the companies will be able to improve the industry standards for Diversity, Equality, and Inclusion (DEI). Better Collective makes for a strong founding partner as well, as the company intends to include 35% of underrepresented gender as part of its workforce by 2030.

The Group is also effecting this change from the top, looking to create a more diverse executive and managerial structure across the entire company. Meanwhile, Better Collective has around 40 employees who are actively engaged with DEI-related initiatives.

The latest development was welcomed by Better Collective’s Co-Founder and CEO Jesper Søgaard who hailed diversity as a strong driver of business, arguing that products created in a DEI environment are bound to appeal to more sports fans all across the world. He added:

"That is also why we approach diversity and inclusion as drivers that make financial sense and are good for business."

All-In Diversity project Co-Founder Kelly Kehn was similarly pleased with the inclusion of Better Collective as a founding member of the project. Kehn hailed the addition of the Group and argued that DEI initiatives are directly linked to future business growth and industry sustainability. She hailed the brand and said the company shared the project’s goals and values, which will allow All-In to muster the "fuel and reach" to completely transform the industry and move it forward.

Better Collective has been consolidating its presence in the sports industry. In August, the company confirmed that it had struck a partnership with the Chicago Tribune, bringing its sports betting insights to the newspaper’s readers.

Image credit: Better Collective