Copenhagen – Better Collective, the leading digital sports media group, has announced that it now holds more than 5% of its own share capital, prompting plans to consider a reduction of outstanding shares.
Treasury Share Ownership Tops 5%
As of December 4, Better Collective confirmed ownership of 3,105,020 treasury shares, representing 5.01% of the company’s share capital and voting rights. This milestone reflects the progress of its ongoing share buyback program, which is scheduled to continue through March 4, 2026. Under the initiative, the company may spend up to EUR 6,072,000 to repurchase additional shares.
Extraordinary General Meeting Planned
In light of this development, Better Collective’s board will convene an extraordinary general meeting during the week commencing Monday, January 5, 2026. At the meeting, leaders will consider a proposal to cancel all treasury shares, thereby reducing the company’s overall share capital. A formal notice of the meeting, including details of the proposal, will be published in due course.
Innovation & Expansion: Playbook and X Partnership
Beyond its capital structure, Better Collective continues to expand its footprint in sports betting innovation. Earlier this year, the company launched Playbook, an AI-powered betting solution designed to enhance fan engagement and sportsbook loyalty. The rollout coincided with the start of the NFL season.
More recently, Better Collective entered into a landmark partnership with X (formerly Twitter), enabling Playbook’s launch in the United States and significantly broadening its reach.
