Better Collective AS has confirmed the inbound appointment of Pernille Holbøll as Senior Director of Group Media & Branding of the Stockholm-listed global sports betting and igaming publishing group.

Holbøll will join Better Collective senior management from 1 March 2022, as she finalizes her duties as Editor-in-Chief of Danish tabloid newspaper Ekstra Bladet.

A figurehead in Danish media and journalism, Holbøll has formerly served as Head of News Publishing for MetroXpress and Managing Editor of TV2 Denmark.

Better Collective disclosed that it had created a new position for Holbøll, that will see her charged with spearheading the global media profile and brand coverage of the publisher’s multi-brand portfolio.  

Holbøll will take leadership of Better Collective’s media development, as the company seeks to aggressively expand its US sports profile and enhance its standing within the new vertical of esports.  

“Better Collective’s story is simply impressive,” Holbøll commented. “It is a very ambitious Danish listed company with a global presence and their biggest victories ahead of them. At the same time, they have a progressive strategy, which I strongly believe in.

“I’m really looking forward to being part of the team. It is also a conscious industry change for me, so it is also with great humility that I now have to test my skills in a new industry, where my experience with management, digitization and media must be used to build on the company’s ambition to make igaming entertaining, transparent and fair.”