Thomas Plenborg Appointed Chair of the Board at Better Collective After 2026 AGM, Jens Bager Steps down
Better Collective has confirmed the appointment of Thomas Plenborg as Chair following shareholder approval at its 2026 Annual General Meeting. He succeeds Jens Bager, who steps down after nearly ten years in the role. The transition reflects a planned leadership change at board level, maintaining continuity while introducing new oversight aligned with the company’s current phase of development. The AGM also confirmed the re-election of existing board members, signalling stability in governance despite the leadership shift.
Plenborg’s Experience in Large-Scale M&A
Plenborg joined Better Collective’s board in 2025 and brings significant experience from his role as Chair of DSV, where he oversaw major acquisitions and complex integrations. His track record includes involvement in multi-billion-dollar deals, with a focus on execution and post-merger integration. This background is directly relevant as Better Collective continues to build and manage a diversified portfolio of sports media and betting-related assets.
Strategic Context: Growth Through Acquisitions
Better Collective has expanded rapidly through acquisitions and international growth, positioning itself as a leading sports betting affiliate and digital media group. Its strategy has centred on scaling its presence across regulated markets while adding complementary media brands to its portfolio – a trajectory shaped under the long-term leadership vision outlined in Jesper Søgaard Builds Better Collective into Global Fan Hub. This expansion model has increased the importance of governance structures capable of supporting both growth and integration.
Increasing Focus on Integration and Efficiency
As the company moves beyond its most aggressive acquisition phase, the focus is shifting toward operational consolidation. Better Collective is now tasked with integrating its “House of Brands,” including Action Network, Playmaker HQ and Bolavip, while maintaining performance across markets – while also advancing product innovation and engagement layers through initiatives such as Better Collective Expands Strategy with Playbook Partnership. This stage requires stronger financial oversight, disciplined capital allocation, and effective coordination across business units.
Market Pressures and Governance Importance
The affiliate and digital media sector faces evolving regulatory conditions, changing operator marketing strategies, and rising customer acquisition costs. These factors are increasing pressure on margins and raising expectations around capital efficiency and organic growth – dynamics increasingly shaped through industry collaboration and networking environments such as Barcelona 2026 Brings Together Elite iGaming Brands. In this context, board leadership plays a critical role in ensuring that acquired assets deliver value and that the company remains competitive as it transitions toward a more execution-focused strategy.
Source: Better Collective
