igbaffiliate . com
FEATURE
Netherlands market ,” explains its COO . “ I definitely think you will see us going in that direction more in the future where we buy or team up with these local sports media brands .”
NUTS AND BOLTS
With the Danish company involved in so many gaming and sports media markets across the world , compliance is an increasing headache . Yet Rasmussen sees it as both a risk and an opportunity .
“ We are trying an AI tool internally now that can guide our employees on all the compliance rules as well as internal rules on standards of operating we have at Better Collective ,” he explains . “ We are already using a lot of software to help in this area and it ’ s something we take very seriously .”
This mission to become the ESPN of the world has changed more than just the company ’ s external press briefings . It has also had a knock-on impact on its recruitment across all markets .
CEO Jesper Søgaard ( left )
“ If you look at our current talent pool , one of the profiles we are targeting and recruiting now is journalists ,” reveals Rasmussen . “ We are very aware we are coming from a foundation of sports affiliation and know what we need to do to build on top of this really great team .”
MAKING CONNECTIONS
Away from his core strategic duties , Rasmussen ’ s position as COO puts him in a hybrid role between corporate firefighting and networking . “ If emergencies happen , I ’ m there ,” he says . “ I also do a lot of travelling to see all the local offices , ensuring we deliver synergies from all the acquisitions .
“ There ’ s so many teams where they ’ re doing amazing stuff , but we need to make sure that ’ s then applied to other applicable markets within the business ,” he explains .
“ I think one of my most important tasks is to align people and connect them with those who have good ideas within Better Collective , because there is so much talent . We just need to all talk together and share ideas .”
While the COO won ’ t be drawn into discussing all aspects of the company ’ s strategy – such as its move to acquire a minimum 5 % stake in Catena Media in February 2023 – it ’ s hard not to feel that big things are always happening at Better Collective .
As the company prepares to celebrate two decades of success , few would bet against Søgaard and Rasmussen adding more exciting milestones to its storied timeline over the next few years .
42 • ISSUE 94 • iGB AFFILIATE LONDON 2024