BC becomes first affiliate member of All-In Diversity Project

By Stephen Carter

Head of content

The world’s largest listed affiliate, Better Collective, has joined DEI benchmarking initiative All-In Diversity Project as its first non-sportsbook founding member.

Better Collective, which already works towards gender balance at top management level and 35% of the underrepresented gender at group level by 2030, said that joining with All-In would help it push this DEI agenda across the industry.

Better Collective CEO and co-founder Jesper Søgaard (pictured) said that he believed bringing different perspectives to the table would help drive innovation, develop better products and attract the best talents. “That is also why we approach diversity and inclusion as drivers that make financial sense and are good for business”.

He added that as a listed company it felt a heightened responsibility to provide assurances to its  employees, partners, sport fans and shareholders 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”.

All-in Diversity Project co-founder Kelly Kehn added: “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".

BC joins other founding members providing guidance and support sharing best practices and resources including Entain, Caesars, Betsson, Flutter and Kindred Group.

It revealed today that roughly 40 employees were already working in DEI-related activities as part of the group’s value around ‘Respect’.

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