Better Collective

Better Collective appoints Guy Harding to lead global media partnerships

Better Collective A/S has confirmed the appointment of Guy Harding as Senior Director of Group Media Partnerships at the Stockholm-listed global betting and gaming media publisher.

An expert in all disciplines related to player acquisition, partnership management, and campaign ROI, Harding joins Better Collective from iGaming media network Legend, where he most recently served as Commercial Director.

Updating media, Better Collective underscored Harding’s “proven commercial track record” in which he served as commercial strategy director for competitor Oddschecker Global Media (2016-2022).

Taking charge of the role on 1 February [Year], Harding will oversee duties related to Better Collective scaling its media partnerships and expanding its commercial opportunities.

Harding will report to Simon Hovmand-Stilling, SVP Group Media & Core Sites & CEO South America, who welcomed the appointment: “Guy comes with a lot of knowledge and experience from the media and iGaming industry and will from day one be able to contribute with valuable knowledge and perspectives which will both benefit the media partnership division and benefit the entire group. I am glad to welcome Guy to the team.”

Guy Harding
Guy Harding – Better Collective

In its expansion, Better Collective has entered into media partnerships with several outlets, including The Telegraph in the UK, Sport1 in Germany, New York Post in the US, Depor in South America, and a global partnership with the digital soccer media, Goal.

Q1 trading saw Better Collective finalize terms to acquire TSX-listed Playmaker Capital for $175m, a deal that will expand the publisher into South American markets.

Harding remarked: “For many years, I have followed the impressive growth journey Better Collective has been on, where they’ve successfully managed to diversify their business model, including the establishment of media partnerships with leading outlets worldwide.

“I am glad to join the strong team at Better Collective to further strengthen our position as the preferred partner for media businesses on our journey towards becoming the leading digital sports media group.”

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