Better Collective has carved out a new role for Danish journalist Pernille Holbøll who will become the company’s Senior Director of Group Branding & Media. The sports betting business has brought Holbøll on board to oversee its global brand development.

In a newly created role, Better Collective is looking to leverage Holbøll’s media insights, which she has accrued from a long career in journalism, to spearhead its continued push for added transparency and fairness in iGaming — all while retaining its entertainment value.

Holbøll currently holds the position of Managing Editor-in-Chief at Ekstra Bladet, a Danish tabloid newspaper owned by media company JP/Politikens Hus, and has been active in Denmark’s media scene for a while, driving its ongoing digital transformation and journalistic development. She is currently on maternity leave and will join Better Collective on 1 March 2022.

“The story of Better Collective is simply impressive. It is a listed company from Denmark with great ambitions, a global presence and its greatest wins ahead of them. At the same time, they have a progressive strategy which I really believe in,” remarked Holbøll.

“So I look forward to joining this team. It is a change of industry for me, and I am very humble as to the job ahead, where my experience with leadership, digitalisation and media will be used to promote the company’s ambitions about making iGaming entertaining, transparent and fair.” 

Holbøll’s appointment comes off the back of strong third quarter results from Better Collective, which reported 148% year-on-year growth for Q3 2021, despite stiff competition that negatively impacted its sports margin wins.