Better Collective A/S is a Denmark-based digital sports media group that develops and operates online platforms catering to sports betting and iGaming audiences. The company’s websites and mobile applications deliver real-time news, expert analysis, betting tips, odds comparison tools and community-driven forums. By aggregating and contextualizing data on a wide range of sports events, Better Collective supports both recreational and professional bettors in making informed wagering decisions.
Founded in 2007 and headquartered in Copenhagen, Better Collective has grown through a combination of in-house development and strategic acquisitions. The company’s portfolio includes regional and global brands that cover major sports such as football, basketball, tennis and horse racing. A central feature across its properties is an odds comparison engine that pulls data from licensed sportsbooks to help users find the best betting offers. Editorial content is produced by dedicated sports analysts and journalists, while interactive calculators and prediction tools are built in-house by the company’s technology teams.
Over the years, Better Collective has expanded its geographic reach beyond Northern Europe to key markets in the United Kingdom, Germany, Italy and North America. In mid-2020, the company completed the acquisition of a U.S.-based fantasy sports and data provider to strengthen its presence in the rapidly growing North American market. Better Collective operates under a multi-brand strategy, allowing each platform to focus on local language, regulatory requirements and user preferences.
Leadership at Better Collective includes CEO Jesper Søgaard, who co-founded the company and has steered its expansion into multiple iGaming markets. The senior management team comprises seasoned professionals in technology development, digital marketing and regulated gaming compliance. As a publicly traded entity on Nasdaq Copenhagen (BCO), the company also maintains an over-the-counter listing under the symbol BTRCF to facilitate access for U.S. investors.
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