CONTENTS  
Annual report 2021ꢀꢀBetter Collective Introductionꢀ  
5
Better Collective’s locations  
Who we are  
Better Collective is a leading digital sports media group
within the iGaming industry. Through our products we
aim to make sports entertainment, more engaging, fun,
and transparent for the global network of online bettors.
North America  
Fort Lauderdale  
Nashville  
Europe  
Amsterdam  
Belgrade  
Copenhagen HQ  
Groningen  
Krakow  
London  
NiŠ  
Paris  
Stockholm  
Stoke-on-trent  
Thessaloniki  
Vienna  
2004 750+  
Lisbon  
Lodz  
Founded  
Employees  
Responsible betting & sustainable practices  
2018 >42%  
Listed on Nasdaq Stockholm  
(STO:BETCO)  
Shares owned by founders  
and management  
 
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Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
26  
Better Collective  
complies with  
the Swedish code  
of corporate  
Corporate Governance Report
Better Collective A/S is a Danish public limited liability company and is governed
by the provisions of the Danish Companies act. The registered office and
headquarters is situated in Copenhagen, Denmark. Better Collective has been
listed on Nasdaq Stockholm since June 8, 2018, in the Mid Cap index.
governance with  
the following  
exceptions:  
As stipulated in Better Collec-  
tive’s Articles of Association,  
the board of directors appoint  
the meeting chair for the AGM  
instead of letting the nomination  
committee propose a meeting  
chair. The Articles also stipulate  
that the meeting chair approves  
the AGM minutes instead of  
letting an AGM participant that  
is not a member of the board  
or an employee of the compa-  
ny approve the minutes of the  
meeting.  
Framework for corporate governance
Council’s good practises in the stock market, the Swedish
Code of Corporate Governance and Better Collective’s
guidelines, which include the Articles of Association,
various policies, and other guidelines. Better Collective
has resolved that it will comply with the Swedish Code
instead of the Danish recommendations on Corporate
Governance, as is customary for companies listed on
Nasdaq Stockholm. The main corporate laws and rules
on governance relevant for shareholders in a Danish
public limited liability company that is listed on Nasdaq
Stockholm, and complying with the Code, are to a large
extent materially similar to the corresponding Swedish
rules that would apply for a Swedish public limited
liability company under the same circumstances.
of shareholders on December 31, 2021 was 4,149 which
in Better Collective
is an increase from the 2,983 shareholders at December
31, 2020. The largest shareholders on December 31, 2021
were Chr. Dam Holding and J. Søgaard Holding (the
co-founders of Better Collective) with each 10,671,179
shares and each representing 19.5% percent of the votes
and share capital in the company. Further information
on the Better Collective share and shareholders are
available in the section Share and shareholders on page
39 as well as on the company’s website.
The purpose of corporate governance is to ensure
that a company is run sustainably, responsibly and
as efficiently as possible. In Better Collective, good
corporate governance is about earning the confidence
of shareholders, business partners, and legislators by
creating transparency in decision-making and business
processes. A well-defined and structured distribution of
roles and areas of responsibilities between shareholders,
the board, and the management secures efficiency at all
levels. Particularly, it allows the management team to
focus on business development and thereby the creation
of shareholder value. The board of directors serves as a
highly qualified dialogue partner for the management
team supporting the outlined growth strategy, securing
a tight risk management setup, and optimal capital
structure. The corporate governance is based on
applicable Danish legislation and other external rules
and instructions, including the Danish Companies Act,
Nasdaq Stockholm’s Rulebook, the Swedish Securities
The respective reports on cor-  
porate governance and sustain-  
ability do not include a part of  
the auditor’s report covering  
the specific reports, as these  
subjects are not individually ad-  
dressed in the auditor’s report.  
General meeting
Pursuant to the Danish Companies Act, the general
meeting is the Company’s superior decision-making
body. The general meeting may resolve upon every
issue for the Company which does not specifically fall
within the scope of the exclusive powers of another
corporate body, for example the power to appoint the
executive management, which falls within the scope of
The share and shareholders
Better Collective A/S was listed on Nasdaq Stockholm
in the Mid Cap segment on June 8, 2018. The number of
shares outstanding on December 31, 2021 was 54,625,157.
Each share entitles the holder to one vote. The number
These deviations are due to dif-  
ferences between Danish and  
Swedish laws and practices.  
 
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Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
27  
the board of directors in limited liability companies that
are managed by a board of directors.
Better Collective Corporate Governance Structure  
At the general meeting, the shareholders exercise
their voting right on key issues, such as amendments
of the Company’s Articles of Association, approval
of the annual report, appropriation of the Company’s
profit or loss (including distribution of any dividends),
resolutions to discharge the members of the board of
directors and the executive management from liability,
the appointment and removal of members of the board
of directors and auditors and remuneration for the board
of directors and auditors. Other matters transacted at
the meeting may include matters that, according to the
articles of association or the Danish Companies Act,
must be submitted to the general meeting.
Shareholders  
Auditor  
Nomination Committee  
Elect  
Vote  
Appoint  
Information  
Proposal  
Annual general meeting  
Elect  
Board Committees  
Audit Committee  
Information  
Appoint  
Board of directors  
Remuneration Committee  
Appoint  
Executive management  
Time and place
The annual general meeting must be held at a date
that allows sufficient time to send the Danish Business
Authority a copy of the audited and adopted annual
report within four months of the end of the financial
year. In addition to the annual general meeting,
extraordinary general meetings may be convened
and held when required. According to the Company’s
articles of association, general meetings must be held in
Greater Copenhagen, Gothenburg or Stockholm.
the Company’s website. If requested, shareholders shall
receive written notices of the general meetings as the
case may be.
The notice to convene a general meeting must be made
in the form and substance for public limited liability
companies admitted to trading on a regulated market
as stipulated in the Danish Companies Act. The notice
must also specify the time and place of the general
meeting and contain the agenda of the business to be
addressed at the general meeting. If an amendment of
the Company’s articles of association shall be resolved
upon at a general meeting, the complete proposal
must be included in the notice. For certain material
amendments, the specific wording must be set out in
the notice.
Electronic general  
meetings  
Extraordinary general meetings must be held upon
request from the board of directors or the auditor
elected by the general meeting. In addition, shareholders
that individually or collectively hold ten percent or
more of the share capital can make a written request
to the board of directors that an extraordinary general
meeting be held to resolve upon a specific matter. Such
extraordinary general meetings must be convened
within two weeks of the board of directors’ receipt of a
request to that effect.
The board of directors is  
authorised to decide that  
general meetings are held  
as a completely electronic  
general meetings without  
physical attendance or partially  
electronic meetings  
Notice
According to the Company’s Articles of Association,
general meetings must be convened by the board
of directors giving written notice no earlier than five
weeks and no later than three weeks prior to the general
meeting. Pursuant to the Danish Companies Act, notices
convening general meetings shall be made public on
 
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Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
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As regards the annual general meeting, the Company
must announce the date for the meeting as well as the
deadline for any shareholder proposals no later than
eight weeks before the scheduled date for the annual
general meeting.
A year with the board of directors  
Right to attend general meetings
Q3 report approval  
FY report approval  
¡
¡
¡
¡
¡
¡
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A shareholder’s right to attend a general meeting and
to vote on their shares is determined on the basis
of the shares held by the shareholder at the date
of registration. The date of registration is one week
before the general meeting is held. The holdings of
each individual shareholder is based on the number
of shares held by that shareholder as registered
in the Company’s share register maintained by
Euroclear Sweden as well as any notificationsof
ownership received by the Company for the purpose
of registration in the share register, but not yet
registered.
Strategy seminar  
Financial targets  
Board/management evaluation  
Budget planning  
Preparation of AGM  
Q4 Q1  
Q3 Q2  
To attend the general meeting, a shareholder must,
in addition to the above-mentioned, also notify the
Company of his or her attendance no later than three
days prior to the date of the general meeting, as
stipulated by the Company’s articles of association.
Shareholders may attend general meetings in person,
through a proxy or by postal vote, and may be
accompanied by an advisor. All attending shareholders
are entitled to speak at general meetings.
Half-year report approval  
US development plan  
Evaluation of policies  
Q1 report approval  
¡
¡
¡
¡
¡
¡
Annual General Meeting  
Approval of remuneration policy  
Voting rights and shareholders initiatives
Each share entitles the holder to one vote. All matters
addressed at the general meeting must be decided by
a simple majority vote, unless otherwise stipulated by
ꢀOrdinary board meetingsꢁꢁꢁ ꢀExtraordinary board meetingsꢁꢁꢁ ꢀAnnual General Meetingꢁꢁꢁ ꢀBudget approval and follow-up  
 
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Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
29  
Annual general meeting 2022
the Danish Companies Act or the Company’s articles
of association. A resolution to amend the articles of
association requires that no less than two thirds of the
votes cast as well as the share capital represented at
the general meeting vote in favour of the resolution,
unless a larger majority is required by the Danish
Companies Act (for example resolutions to reduce
shareholder rights to receive dividends or to restrict
the transferability of the shares) or the Company’s
articles of association. Shareholders who wish to have
a specific matter brought before the general meeting
must submit a written request to the Company’s board
of directors no later than six weeks prior to the general
meeting. If the request is received less than six weeks
before the date of the general meeting, the board of
directors must decide whether the request has been
made with enough time for the issues to be included
on the agenda.
¡ Jesper Ribacka, private shareholder
The annual general meeting 2022 will take place on
April 26, 2022 at 2.00 p.m. For more information,
please see the section on annual general meeting on
the company’s website.
Nomination  
¡ Jens Bager, Chair of the board of directors, Better
Committee  
Collective
meeting with  
board members  
In all, the nomination committee represented 49,5% of
the total number of shares in Better Collective, based on
ownership data as per August 31, 2021.
Each year, the nomination  
Nomination committee
committee conducts individ-  
ual interviews with the board  
members leading up to the AGM  
as a supplement to the board  
self evaluation results. Similarly,  
any new board candidates meet  
with the nomination committee.  
According to the Code, the Company shall have a
nomination committee, the duties of which shall include
the preparation and drafting of proposals regarding the
election of members of the board of directors, the chair
oftheboardofdirectors, thechairofthegeneralmeeting
and auditors. In addition, the nomination committee
shall propose fees for board members and the auditor.
The Company’s Articles of Association hold instructions
and rules of procedure for the nomination committee
according to which the nomination committee is to
have at least three members representing the three
largest shareholders per the end of August, together
with the chair of the board of directors. The names of
the members of the nomination committee must be
published by the Company no later than six months
prior to the annual general meeting.
Independence of the nomination committee
The Code requires the majority of the nomination
committee’s members to be independent in relation
to the Company and its management and that at least
one of these shall also be independent in relation to
the Company’s largest shareholder in terms of voting
power. All members are independent in relation to the
Company and the Company’s management and all
members except for Søren Jørgensen are independent
in relation to major shareholders.
General meetings in 2021
The annual general meeting 2021 was held on April 26,
2021 and approved the 2020 annual report, discharged
the board and executive management, and re-elected
five out of six board members, elected one new board
member, and re-elected the current auditor. The
shareholders further approved the proposals from the
board of directors to authorise the board of directors
to increase the company’s share capital without pre-
emption rights for the existing shareholders and to
authorise the board of directors to acquire treasury
shares. The shareholders adopted the remuneration
report based on an advisory vote. Additionally, the
board was authorised to convene and conduct general
meetings as a complete or partially electronic meeting.
No extraordinary general meetings were held in 2021.
On August 31, 2021, the two largest shareholders were
Chr. Dam Holding and J. Søgaard Holding which are
grouped. In accordance with shareholders’ decision, the
nomination committee was appointed and is composed
by four members in total:
¡ Søren Jørgensen, chair, appointed by Chr. Dam
Holding and J. Søgaard Holding
¡ Martin Jonasson, appointed by Andra AP-Fonden,
also representing Tredje AP-Fonden
 
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Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
30  
Meetings of the nomination committee
Diversity
According to the Company’s articles of association, the
board of directors shall consist of no less than three
and no more than seven board members. Furthermore,
the Code stipulates that no deputy members may
be appointed. Currently, the board of directors is
composed of six ordinary board members elected by
the general meeting: Jens Bager (chair), Todd Dunlap,
Therese Hillman, Klaus Holse, Leif Nørgaard, and Petra
von Rohr. The board attended Nasdaq’s stock market
training course for board and management prior to the
listing in 2018. Todd Dunlap received Nasdaq training in
2020 after joining the board. For information about the
board members see page 36.
Ahead of the AGM 2022, the nomination committee has
held four meetings, all of which with full attendance. No
fees have been paid for work on the committee.
Theboardcompositionmustbesetwithappropriateness
to the Company’s operations, phase of development,
and must collectively exhibit diversity regarding gender,
age, nationality, experience, professional background,
and business expertise. Regarding gender diversity at
the board of directors’ level, the company has set a
target for the board to consist of five to seven members
of which at least 35% must be the underrepresented
gender. In 2021, a change to the composition of the
board was made as Therese Hillman joined the Better
Collective’s board of directors and Søren Jørgensen
left. The candidate was chosen due to her specific
capabilities and knowledge from the iGaming industry.
Currently, the board has a 67% (men) and 33% (women)
split, why the target figure was reached in 2021.
Gender diversity at  
the BoD in 2021  
Board of directors
After the general meeting, the board of directors is the
most superior decision-making body of the Company.
The duties of the board of directors are set forth in
the Danish Companies Act, the Company’s articles of
association, the Code and the written rules of procedure
adopted by the board of directors, which are revised
annually. The rules of procedure regulate, inter alia,
the practice of the board of directors, tasks, decision-
making within the Company, the board of directors’
meeting agenda, the chair’s duties and allocation of
responsibilities between the board of directors and
the executive management. Rules of procedure for
the executive management, including instruction for
financial reporting to the board of directors, are also
adopted by the board of directors.
4
Men  
Evaluation of board performance
The board of directors regularly evaluates its work
through a structured process. The chair is responsible
for carrying out the evaluation and presenting the
results to the nomination committee. In 2021, an external
management consultancy conducted an assessment of
the board’s work, including the collaboration with the
executive management. The assessment was based
on individual interviews with each board member and
the executive management as well as a questionnaire.
The evaluation was presented to and discussed by the
board and subsequently the nomination committee.
In addition, the nomination committee conducted
individual interviews with the board members leading
up to the AGM. The overall conclusion was that the
board’s performance and efficiency is found to be
satisfactory and that the board has a well-balanced mix
of competencies.
Better Collective aims to offer equal opportunities to
men and women across our organisation, as well as
promoting equal opportunities regardless of gender,
ethnicity, race, religion, and sexual orientation. The
executive management is made up of three men. For the
other management levels in the company, the gender
split in 2021 was 77% men and 23% women, which is an
improvement from 2020 (83% men and 17% women).
Recruitment and promotion of managers in 2021 was
performed with an aim of increasing diversity, resulting
in new managers of both genders. We will continually
work to increase the share of the underrepresented
gender at all management levels, on average, aiming
for a Group and management target of 35% to consist
of the underrepresented gender over the coming years
and by 2030 at the latest.
2
The board of directors meets according to
a
predetermined annual schedule. At least five ordinary
board meetings shall be held between each annual
general meeting. In addition to these meetings,
extraordinary meetings can be convened for processing
matters which cannot be referred to any of the ordinary
meetings. In 2021, 8 meetings were held.
Women  
Composition of the board
The members of the board of directors are elected
annually at the annual general meeting for the period
until the end of the next annual general meeting.
 
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Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
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executive management. The executive management
is responsible for the day-to-day management of
the Company. Currently, the executive management
consists of Jesper Søgaard as CEO, Flemming Pedersen
as CFO and Christian Kirk Rasmussen as COO. The
members of the executive management are presented
in further detail on page 38.
Attendance at board and committee meetings  
Name  
Board Meetings  
Audit Committee  
Remuneration Committee  
Jens Bager (Chair)  
Todd Dunlap*  
-
-
Therese Hillman*  
Klaus Holse  
The duties and responsibilities of the executive
management are governed by the Danish Companies
Act, the Company’s articles of association, the rules of
procedures for the executive management adopted by
the board of directors, other instructions given by the
board as well as other applicable laws and regulations.
The executive management’s duties and responsibilities
include, inter alia, ensuring that the Company maintains
adequate accounting records and procedures, that the
board of directors’ resolutions are implemented in the
daily management of the Company, that the board of
directors are up to date on all matters of importance to
the Company and that the day-to-day management of
the Company is carried out.
-
Leif Nørgaard  
-
-
-
Søren Jørgensen*  
Petra von Rohr  
Attendance  
Non-attendance  
*ꢀFollowing the annual general meeting on  
April 26, 2021, Therese Hillman joined the  
board and the audit committee, Søren Jør-  
gensen left the board and the audit commit-  
tee, and Todd Dunlap joined the remunera-  
tion committee  
Board committees
Remuneration committee
The board of directors has established two committees:
the audit committee and the remuneration committee.
The board of directors has adopted rules of procedure
for both committees.
The remuneration committee consists of Jens
Bager (chair), Todd Dunlap, and Klaus Holse. The
remuneration committee’s role is primarily to prepare
matters regarding remuneration and other terms
of employment for the executive management and
other key employees. The remuneration committee
shall also monitor and evaluate ongoing and
completed programs for variable remuneration to the
Company’s management and monitor and evaluate the
implementation of the guidelines for remuneration to
the executive management which the annual general
meeting has adopted. The remuneration committee has
an annual work plan and has held four meetings in 2021.
Audit committee
Remunerationtotheboardofdirectors
and the executive management
The audit committee consists of Leif Nørgaard (chair),
Therese Hillman, and Petra von Rohr. The audit
committee’s role is mainly to monitor the Company’s
financial position, to monitor the effectiveness of the
Company’s internal control and risk management, to
be informed about the audit of the annual report and
the consolidated financial statements, to monitor the
quality of the external audit, to review and monitor the
auditor’s impartiality and independence and to monitor
the Company’s compliance with law and regulations
related to financial matters. The audit committee has an
annual work plan and has held five meetings in 2021.
Remuneration to the board of directors
Find Better Collective’s  
statutory reporting cf. §99a,  
§99b, and §107d, in the  
Sustainability report 2021:  
Fees and other remuneration to board members elected
by the general meeting are resolved at the annual
general meeting. At the annual general meeting held on
April 26, 2021, it was resolved that a fee of EUR 90,000 is
to be paid to the chairman and that fees of EUR 30,000
is to be paid to each of the other board members. The
work in a board committee is remunerated with EUR
http://bettercollective.com/  
wp-content/uploads/2022/03/  
BetterCollective_SR21_web.pdf  
Executive management
According to the Danish Companies Act and the
Company’s articles of association, the board of
directors appoints and removes the members of the
 
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Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
32  
13,500 for a chair position and EUR 6,750 for a regular
member. In addition, the AGM resolved that 1/3 of the
total remuneration payable to the chair of the board of
directors, the members of the board of directors and
to members and chairs of the remuneration and audit
committee is paid in shares in the Company.
Cash bonus schemes for executive management
may consist of an annual bonus, which the individual
member of the executive management can receive
if specific targets of the Company and other possible
personal targets for the relevant year are met. The
maximum cash bonus shall be equivalent to 100 percent
of the fixed base salary of each eligible participant of
the executive management. Payment of bonus is only
relevant when conditions and targets have been fully or
partly met (as determined by the board of directors).
If no targets are met, no bonus is paid out. Targets for
the executive management shall be agreed upon by the
board of directors and the executive management. The
general meeting will decide whether to establish a long-
term incentive program (LTI program).
Remuneration report 2021  
http://bettercollective.com/  
wp-content/uploads/2022/03/  
BetterCollective_Remunera-  
tion21_web.pdf  
Internal controls
Remuneration policy  
For the financial year 2021, the board of directors
received remuneration as set out in note 5 on page 63
For additional detail, see also the remuneration report
for 2021 available from bettercollective.com.
The board of directors has the overall responsibility for
the internal control of the Company. The main purpose
of the internal control is to ensure that the Company’s
strategies and objectives can be implemented within the
https://bettercollective.com/  
wp-content/uploads/2020/07/  
Remuneration_Policy_ap-  
proved_2020.04.22.pdf  
Remuneration to the executive management
Number of shares in Better Collective A/S held by members of the Board and the executive management  
Remuneration to the executive management consists
of basic salary, variable remuneration, pension benefits,
share related incentive programs and other benefits.
For the financial year 2021, the executive management
received remuneration as set out in note 5 on page 63.
Holdings at  
beginning of year  
Bought during  
the year  
Sold during  
the year  
Holdings at  
end of the year  
Market value1  
tEUR  
Name and position  
Jesper Søgaard, CEO  
10,671,179  
37,322  
-
150,000  
-
-
-
-
-
10,671,179  
187,322  
160,527  
2,818  
Flemming Pedersen, CFO  
Christian Kirk Rasmussen, COO  
Executive management, total  
10,671,179  
21,379,680  
10,671,179  
21,379,680  
160,527  
323,873  
150,000  
Remuneration policy
The current Remuneration Policy was adopted at the
annual general meeting on April 22, 2020 in compliance
with section 139 and 139a in the Danish Companies Act.
Jens Bager, Chair  
1,000,000  
-
1,229  
475  
-
-
1,001,229  
475  
15,062  
7
Todd Dunlap, member  
Therese Hillman, member2  
Klaus Holse, member  
Søren Jørgensen, member3  
Leif Nørgaard, member  
Petra von Rohr, member  
Board of directors, total  
Total  
-
1,375  
437  
1,375  
21  
Members of the Company’s board of directors
and executive management receive a fixedannual
remuneration. In addition, members of the executive
management may receive incentive-based remuneration
consisting of share-based rights. Finally, members of the
executive management may receive incentive-based
remuneration consisting of a cash bonus (including cash
bonuses based on development in the share price), on
both an ongoing, single-based and event-based basis.
170,622  
218,594  
440,139  
21,600  
1,850,955  
23,230,635  
-
-
-
-
-
-
171,059  
219,031  
440,656  
22,037  
2,573  
5,165  
6,629  
332  
437  
517  
437  
4,907  
154,907  
1,855,862  
23,235,542  
29,788  
353,661  
1
2
3
The end-of-year market values are based on the official share prices prevailing 2021.12.31  
Therese Hillman joined the board at the AGM in 2021  
Søren Jørgensen left the BoD in connection with the AGM in 2021, holdings ultimo is recorded as of April 26, 2021  
 
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
33  
business, that there are effective systems for monitoring
and control of the Company’s business and the risks
associated with the Company and its business, and to
ensure that the financial reporting has been prepared in
accordance with applicable laws, accounting standards
and other requirements imposed on listed companies.
The board of director’s responsibility for the internal
control and financial reporting is governed by the
Danish Financial Statements Act, the Danish Companies
Act and the Code. In addition, the board of directors
has implemented an internal control framework based
on the COSO standard, which focuses on the five areas:
control environment, risk assessment, control activities,
information as well as communication and monitoring.
the Company’s internal control, internal audit and risk
management, to be informed about the audit of the
annual report and consolidated financialstatements,
and to review and monitor the auditor’s impartiality
and independence. The board evaluates the need for an
internal audit function annually. In 2021, given the size
of the company, it was decided that an internal audit
function is not currently needed.
to the audit committee and subsequently to the board
of directors. The risk management assessment shall
include a follow-up on previous year’s work and a
review of any changes to procedures, control systems
and risk-mitigating actions.
Risk management  
Through an Enterprise Risk Man-  
agement process, a number of  
gross risks in Better Collective  
are identified. Each risk is de-  
scribed, including current risk  
mitigation in place, or planned  
mitigating actions.  
With regards to financial reporting, the CFO and the
finance department annually prepares a report for the
audit committee, including a review of items subject to
special risks and significant accounting estimates and
judgements, allowing the audit committee to monitor
the financial reporting process. The audit committee
also evaluates the need for an internal audit function
annually and makes recommendations to the board of
directors.
The Company applies an internal “signing & approval”
framework to ensure a clear and formalised distribution
and limitation of power, and to define and govern
guidelines for the delegation of authority to sign on
behalf of the Company. The Company has furthermore
established an IT governance structure to ensure that
all major IT projects support the Company’s business
goals and that existing IT systems and resources
are used optimally. The Company has implemented
a whistleblower scheme providing employees with
the ability to easily and anonymously report any
observations of potentially destructive, unethical or
illegal activities related to the Company.
The subsequent analysis of the  
identified risks includes an inher-  
ent risk evaluation based on two  
main parameters: probability of  
occurrence and impact on future  
Earnings and Cash Flow.  
Control environment
Control activities
In order to create and maintain a functioning control
environment, the board of directors has adopted a
number of steering documents and policies, including
rules of procedure for the board of directors, the
board committees and the executive management
with instruction for financial reporting to the board
of directors. The policies include a tax policy, treasury
policy, IT policy, information policy, insider policy,
instruction for insider lists and a code of conduct. The
Company also has a group accounting manual which
contains principles, guidelines and processes for
accounting and financial reporting.
Better Collective’s management  
continuously monitors risk de-  
velopment in the Better Collec-  
tive Group. The Risk Evaluation  
is presented to the Board of Di-  
rectors annually, for discussion  
of and any further mitigating  
actions required.  
Control activities are performed for the purpose of
preventing, detecting and correcting any errors and
irregularities, including fraud. Control activities are
implemented in the Company’s systems and procedures,
including financial reporting systems and procedures.
Control activities include, for example, physical and
electronic preventive access controls concerning
sensitive and confidential information, preventive IT
based controls limiting access to systems, joint approval
procedures for electronic bank transfers and detective
controls. Financial control activities are performed in
accordance with the group accounting manual and are
carried out on a monthly basis and are documented.
Risk assessment
Risk assessment includes identifying risks pertaining
to the Company’s business, assets and financialre-
porting as well as assessing the impact and probabil-
ity of those risks, to ensure that actions to reduce or
eliminate risks are analysed and implemented. Within
the board of directors, the audit committee is respon-
sible for continuously assessing the Company’s risks
The Board evaluates risk dynam-  
ically to cater for this variation  
in risk impact. The policies and  
guidelines in place stipulate how  
Better Collective management  
must work with risk manage-  
ment.  
The division of roles and responsibilities within the
rules of procedure for the board of directors and the
executive management aim to facilitate an effective
management of the Company’s risks. The board of
directors has also established an audit committee
whose main task is to monitor the effectivenessof
Information and communication
Internal communication to employees occurs, inter alia,
through policies, instructions and blog posts, including
The executive management shall annually prepare an
internal risk management assessment which is reported
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
34  
a Code of Conduct which serves as an overall guiding
principle for employees in all communication, an
information policy which governs internal and external
information as well as an insider policy which ensures
appropriate handling of insider information that has
not yet been disclosed to the public. Additionally, the
Company’s CEO holds the overall responsibility for the
handling of matters regarding insider information.
disclosure practises. Furthermore, the audit committee
also reviews the consistency of accounting policies
across the Group on a yearly basis.
The efficiency of the key controls is evaluated at
regular intervals and reported to the board of directors
summarising the performed evaluations and accounting
for any deviations that must be managed. In 2021, a
review of internal controls was performed with the
purpose of reviewing compliance with processes
and internal controls covering key areas and process
flows according to the Company’s group accounting
manual. The review concluded that the Company’s
financial internal controls were deemed appropriate.
Furthermore, the Group’s policies are subject to at least
one annual review by the board of directors.
The Company’s investor relations function is led
and supervised by the CFO and the Head of Investor
Relations. The principal tasks of the investor relations
function are to support matters relating to the capital
market as well as to assist in preparing financial reports,
general meetings, capital market presentations and
other regular reporting regarding investor relations
activities.
External audit
Monitoring
The Company’s auditor is appointed by the annual
general meeting for the period until the end of the next
annual general meeting. The auditor audits the financial
statements prepared by the board of directors and the
executive management. Following each financial year,
the auditor shall submit an audit report to the annual
general meeting. The Company’s auditor reports its
observations from the audit and its assessment of the
Company’s internal control to the board of directors.
Compliance and effectiveness of internal controls are
continuously monitored. The executive management
ensures that the board of directors receives continuous
reports on the development of the Company’s activities,
including the Company’s financial results and position,
and information about important events, such as key
contracts. The executive management also reports on
such matters at each board meeting.
The total fee paid to the Company’s auditor for the
financial year 2021 amounted to 312 tEUR, all of which
regarded the audit assignment.
The board of directors and the audit committee
examines the annual report and the interim reports and
conducts financial evaluations based on established
business plans. The audit committee reviews any
changes in accounting policies to determine the
appropriateness of the accounting policies and financial
At the annual general meeting held on April 26, 2021,
EY Godkendt Revisionspartnerselskab was re-elected
as the Company’s auditor with Jan C. Olsen as the lead
auditor. It was also resolved that the fees to the auditor
should be paid in accordance with normal charging
standards and approved invoice.
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
39  
approximately 95,900, corresponding to a value of 19.3  
mSEK. An average of 839 trades were completed per trad-  
ing day. The highest price paid during the period January 1,  
2021 to December 31, 2021 was 269.00 SEK on May 9, 2021  
and the lowest price paid was 158.50 SEK on January 4,  
2021. During the period from January 1, 2021 to December  
31, 2021, Better Collective’s share price increased 30.0%,  
while the OMX Mid Cap list increased by 38.5%.  
Shareholder information  
Share data  
Marketplace  
Nasdaq Stockholm  
June 8, 2018  
Mid Cap  
The BETCO share  
and shareholders  
Date of listing  
Segment  
Sector  
Media  
Ticker symbol  
ISIN code  
BETCO  
DK0060952240  
SEK  
Share price and trading  
Better Collective A/S
has been listed since  
June 8, 2018 and is  
traded on the Nasdaq  
Stockholm Mid Cap  
index. The company’s  
ticker is BETCO.  
Currency  
Shareholders  
The closing price for the BETCO share on December 31,  
2021 was 197,00 SEK, corresponding to a market cap of  
approximately 9,240 mSEK. During the period from Jan-  
uary 1, 2021 to December 31, 2021, a total of 24,275,023  
BETCO shares were traded on the Nasdaq Stockholm  
exchange at a total value of 4,882 mSEK, corresponding  
to 44% percent of the total number of BETCO shares on  
the Nasdaq Stockholm exchange at the end of the period.  
The average number of shares traded per trading day was  
Standard trading unit  
No. of shares outstanding  
1 share  
On December 31, 2021, most of the share capital was  
owned by the company’s founders and institutions pre-  
dominantly in Sweden, Denmark, and the rest of Europe.  
On December 31, 2021, Better Collective had 4,149 share-  
holders, corresponding to a 39% increase from January 1,  
2021. The ten largest shareholders accounted for 63.6%  
of the votes and share capital. The members of Better  
Collective’s board of directors held a total of 1,855,862  
54,625,157 shares  
Highest closing price  
paid in 2021  
269.00 SEK (May 9)  
Lowest closing price  
paid in 2021  
158.50 (Jan 4)  
151.50 SEK  
+30%  
Last price paid 2021  
Share price development in 2021  
Share price performance  
Analysts  
Index  
No. of million shares  
ABG Sundal Collier  
175  
150  
125  
100  
75  
5
Oscar Rönnkvist  
oscar.Ronnkvist@abgsc.se  
4
3
2
1
Nordea Markets  
Marlon Värnik  
marlon.varnik@nordea.com  
Redeye  
50  
0
Hjalmer Ahlberg  
hjalmar.ahlberg@redeye.se  
Jan  
Feb  
Mar  
Apr  
May  
Jun  
Jul  
Aug  
Sep  
Oct  
Nov  
Dec  
ꢀBETCOꢁꢁ ꢀOMX_Stockholm_Mid Cap_GI ꢁꢁ ꢀNumber of shares traded per month  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
41  
Our approach  
Our framework and
sustainability strategy
Responsibility and sustainability are ingrained
elements of Better Collective’s business model and
have been cornerstones of our organisation since its
inception in 2004.
The United Nations Global Compact (UNGC) is a
non-binding pact encouraging all businesses worldwide
to adopt sustainable and socially responsible policies,
and to report on their implementations and operation-
al impacts. By incorporating the Ten Principles into our
strategies, policies, and procedures, we are establishing
a culture of integrity where we uphold our basic re-
sponsibilities to society and the planet, while we also
set the stage for our long-term success. We adhere to
the UNGC and understand it as a normative and morally
guiding codex to be followed in all of Better Collective’s
endeavours. In doing so, we stay committed to improv-
ing our business practises in four areas that ultimately
can aid globalisation to be more inclusive for all: human
rights, labour rights, environmental rights and, anti-cor-
ruption laws. Though the UNGC constitutes the overall
framework for our sustainability strategy and reporting,
we also implement into our strategy the UN Sustainable
Development Goals (SDGs) that we find the most perti-
nent to our operations.
Sustainability Report 2021  
Market leading digital sports media group connecting sports  
enthusiastic bettors with betting operators through innovative  
technologies and trusted digital media products  
Better Collective A/SꢀꢀCVR no. 27 65 29 13  
In 2021, the CSR team enrolled in a six months long SDG
Ambition programme hosted by the UNGP. So far, the
program has challenged us to accelerate our integration
of the SDGs, while it has taught us how to align corpo-
rate goals and KPIs with the SDG ambition benchmarks.
By strategically expanding our SDG focus and efforts
we can unlock even more business value, improve re-
silience, and enable long term sustainable growth. In
summation, our expanded effort now revolves around
Sustainability and ESG  
report 2021  
http://bettercollective.com/  
wp-content/uploads/2022/03/  
BetterCollective_SR21_web.pdf  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
42  
contributing to the positive development of SDG 3 on
good health and well-being, SDG 5 on gender equality,
SDG 8 on decent work and economic growth, and SDG
10 on reduced inequalities. As part of this exercise, we
also initiated a process of redefining our KPIs so they
better align with the SDGs, and we expect to continue
this work in 2022. Most importantly, we ensured that
the SDGs could also be embedded into our corporate
strategy and aspiration to be the #1 sports betting ag-
gregator in the world.
OOuur arpproavceh  
Sustainable Development Goals  
Ensure healthy lives and  
promote well-being for all at  
all ages  
focus areas  
Read more  
Roughly 17 years ago Better Collective was founded in
Denmark, and our headquarters remain in Copenhagen.
However, we proudly engage in the local communities
where we are active, by paying our taxes and initiating
local projects, partnering with local stakeholders. We
persistently strive to be a socially responsible sports
betting media group while we aspire to strengthen the
standards of the iGaming industry to empower users.
We believe that as a business we have an increasingly
important role to play in securing a sustainable future.
We also strongly believe that operating in a responsi-
ble way, across all business verticals while adding value
to the surrounding communities, positively affects our
business and competitiveness. Our sustainability strat-
egy and reporting are built around five strategic prior-
ities core to Better Collective’s business: Responsible
gambling (RG), Governance, People, Local community,
and Environment. Our sustainability strategy is a natural
part of our overall business strategy, and operationally,
the strategy is rolled out through our sustainability pro-
grammes “Better for Bettors” and “Better Community”.
Most importantly, our sustainability strategy and ap-
proach are deeply rooted in our core values, which have
remained the same since the birth of Better Collective.
Achieve gender equality and  
empower all women and girls  
Read more  
Responsible  
Gambling  
Governance  
Promote sustained, inclusive  
and sustainable economic  
growth, full and productive  
employment and decent  
work for all  
People  
Local  
Community  
Read more  
Environment  
Reduce inequality within and  
among countries  
Read more  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Corporate Mattersꢀ  
44  
Environment data
Unit
2021  
2020
2019
ESG key metrics
CO2e, scope 1
Metric tonnes
Metric tonnes
Metric tonnes
Metric tonnes
Times
73.88
70.08
346.42
490.38
0.77
73.53
49.99
176.88
300.41
0.72
13.95
215.14
730.14
1,063.69
2.92
CO2e, scope 2
CO2e, scope 3
Total tonnes of CO2e
Tonnes of CO2e per employee
Tonnes of CO2e per mEUR turnover
Times
2.77
3.30
15.76
Social data
Unit
Target
2021
2020
2019
Average number of FTE
Total headcount
FTE
-
-
635
781
30
420
476
30
364
428
31
HC
Gender diversity
%
35
35
-
Environment  
Gender diversity top management
Gender pay ratio
%
Times
%
17
17
17
1.19
16.86
1.20
21.15
1.19
13.79
Employee turnover ratio
-
Sickness absence
Days per HC
mEUR
-
1.12
12.6
1.13
6.0
2.04
5.0
Corporate income tax
Governance data
Unit
Target
2021
2020
2019
Gender diversity, board
Board meeting attendance rate
CEO pay ratio
%
%
35
-
33.3
96
17
97
20
100
Times
-
10.27
8.27
9.12
Sustainability and ESG
report 2021
http://bettercollective.com/
wp-content/uploads/2022/03/
BetterCollective_SR21_web.pdf
Social  
Governance  
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Statementsꢀ  
46  
Statement by management
The Board of Directors and the Executive Board have
today discussed and approved the annual report of
Better Collective A/S for 2021.
Copenhagen, March 23, 2022
Executive Management  
The annual report has been prepared in accordance
with International Financial Reporting Standards as
adopted by the EU and additional requirements of the
Danish Financial Statements Act.
Jesper Søgaard
Christian Kirk Rasmussen
Flemming Pedersen
CEO & Co-founder
COO & Co-founder
CFO
It is our opinion that the consolidated financial state-
ments and the parent company financial statements
give a true and fair view of the financial position of the
Group and the Parent Company at December 31, 2021
and of the results of the Group’s and the Parent Com-
pany’s operations and cash flows for the financial year
January 1 – December 31, 2021.
Executive Vice President
Executive Vice President
Board of Directors  
Further, in our opinion, the Management’s review gives
a fair review of the development in the Group’s and the
Parent Company’s activities and financial matters, re-
sults of operations, cash flows and financial position as
well as a description of material risks and uncertainties
that the Group and the Parent Company face.
Jens Bager
Chairman
Todd Dunlap
Leif Nørgaard
Therese Hillman
Petra von Rohr
Klaus Holse
We recommend that the annual report be approved at
the annual general meeting.
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Statementsꢀ  
47  
Independent Auditors’ Report
Our opinion is consistent with our long-form audit
report to the Audit Committee and the Board of
Directors.
scribed in article 5(1) of Regulation (EU) no.
537/2014.
financial statements” section, including in relation
to the key audit matters below. Accordingly, our au-
dit included the design and performance of proce-
dures to respond to our assessment of the risks of
material misstatement of the financial statements.
The results of our audit procedures, including the
procedures performed to address the matters be-
low, provide the basis for our audit opinion on the
financial statements
To the shareholders of
Better Collective A/S
Appointment of auditor
Opinion
Basis for opinion
We have audited the consolidated financial
statements and the parent company financial
statements of Better Collective A/S for the finan-
cial year January 1 – December 31, 2021, which
comprise income statement, statement of com-
prehensive income, balance sheet, statement of
changes in equity, cash flow statement and notes,
including accounting policies, for the Group and
the Parent Company. The consolidated financial
statements and the parent company financial
statements are prepared in accordance with In-
ternational Financial Reporting Standards as
adopted by the EU and additional requirements
of the Danish Financial Statements Act.
On June 8, 2018, Better Collective A/S complet-
ed its Initial Public Offering and was admitted to
trading and official listing on Nasdaq Stockholm.
Subsequent to Better Collective A/S being listed
on Nasdaq Stockholm, we were initially appoint-
ed as auditor of Better Collective A/S on April 25,
2019 for the financial year 2019. We have been re-
appointed annually by resolution of the general
meeting for a total consecutive period of 3 years
up until and including the financial year 2021.
We conducted our audit in accordance with Inter-
national Standards on Auditing (ISAs) and addi-
tional requirements applicable in Denmark. Our
responsibilities under those standards and re-
quirements are further described in the “Auditor’s
responsibilities for the audit of the consolidated
financial statements and the parent company fi-
nancial statements” (hereinafter collectively re-
ferred to as “the financial statements”) section
of our report. We believe that the audit evidence
we have obtained is sufficient and appropriate to
provide a basis for our opinion.
Valuation of goodwill, domains and
websites
Goodwill as well as domains and websites with
indefinite life are not subject to amortisation,
but are reviewed annually for impairment, or
more frequently if any indicators of impairment
are identified. Valuation of goodwill, domains
and websites is significant to our audit due to
the carrying values as well as the management
judgement involved in the assessment of the
carrying values, assessment of indefinite life and
judgements involved in impairment testing of the
goodwill, domains and websites.
Key audit matters
Key audit matters are those matters that, in our Key
audit matters are those matters that, in our profes-
sional judgement, were of most significance in our
audit of the financial statements for the financial
year 2021. These matters were addressed during
our audit of the financial statements as a whole and
in forming our opinion thereon. We do not provide a
separate opinion on these matters. For each matter
below, our description of how our audit addressed
the matter is provided in that context.
Independence
In our opinion, the consolidated financial state-
ments and the parent company financial state-
ments give a true and fair view of the financial
position of the Group and the Parent Company
at December 31, 2021 and of the results of the
Group’s and the Parent Company’s operations
and cash flows for the financial year January 1 –
December 31, 2021 in accordance with Interna-
tional Financial Reporting Standards as adopted
by the EU and additional requirements of the
Danish Financial Statements Act.
We are independent of the Group in accord-
ance with the International Ethics Standards
Board for Accountants’ International Code of
Ethics for Professional Accountants (IESBA
Code) and the additional ethical requirements
applicable in Denmark, and we have fulfilled
our other ethical responsibilities in accordance
with these requirements and the IESBA Code.
To the best of our knowledge, we have not pro-
vided any prohibited non-audit services as de-
Management prepares and reviews impairment
tests for each cash-generating unit and for the
domains and websites related to each individ-
ual significant acquisition. Impairment testing
is based on the estimated recoverable amounts
of the assets, which for this purpose are deter-
We have fulfilled our responsibilities described in
the “Auditor’s responsibilities for the audit of the
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Statementsꢀ  
48  
mined based on the value in use. The value in use
is based on a discounted cash flow (DCF) model
and is calculated for each cash-generating unit
and for each individual significant acquisition.
consolidated financial statements and in note
13 to the financial statements for the parent
company..
key assumptions to market data, where
available, underlying accounting records,
past performance of the acquired businesses,
our past experience of similar transactions
and Management’s forecasts supporting the
acquisition.
Moreover, it is our responsibility to consider
whether the Management’s review provides the
information required under the Danish Financial
Statements Act.
Accounting for acquisitions
Refer to note 13 in the consolidated financial
statements and to note 13 in the financial state-
ments for the parent company.
Based on the work we have performed, we con-
clude that the Management’s review is in accord-
ance with the financial statements and has been
prepared in accordance with the requirements of
the Danish Financial Statements Act. We did not
identify any material misstatement of the Man-
agement’s review.
The Group has in 2021 completed two business
combinations. Management has determined the
fair value of the identifiable assets and liabilities
acquired. The total consideration for the two busi-
ness combinations amounts to EUR 206 million.
¡ Assessment of the fair value of the contingent
consideration including key assumptions
applied by management to calculate the fair
value.
How our audit addressed the above
key audit matter
Our audit procedures included:
Due to the significantlevel of management
judgement involved in estimation of the contin-
gent consideration and estimating the fair value
of especially the intangible assets acquired, we
considered the accounting for acquisitions of
most significance in our audit.
¡ Assessment of the adequacy of the
disclosures in note 22 related to the
acquisitions, including the fair value of
acquired intangible assets, compared to
applicable accounting standards
Management’s responsibilities for
the financial statements
¡ Assessment of the indefinite life assumption
including examination of data provided by
management and other sources as well as
inquiries to management and comparison
with industry practice and comparable
companies.
¡ Evaluation of internal procedures relating to
estimating future cash flows, preparation of
budgets and forecasts.
Management is responsible for the preparation
of consolidated financial statements and parent
company financial statements that give a true
and fair view in accordance with International Fi-
nancial Reporting Standards as adopted by the
EU and additional requirements of the Danish
Financial Statements Act and for such internal
control as Management determines is necessary
to enable the preparation of financial statements
that are free from material misstatement, wheth-
er due to fraud or error.
Statement on the Management’s
For details on the acquisitions, reference is made
to note 22 in the consolidated financialstate-
ments.
review
Management is responsible for the Management’s
review.
¡ Examination of the value-in-use model
prepared by Management, including
consideration of the cash-generation units
defined by Management and the valuation
methodology and the reasonableness of
key assumptions and input based on our
knowledge of the business and industry
together with available supporting evidence
such as available budgets and externally
observable market data related to interest
rates, etc.
How our audit addressed the above
key audit matter
Our audit procedures included:
Our opinion on the financial statements does not
cover the Management’s review, and we do not
express any form of assurance conclusion there-
on.
¡ Assessment of the assumptions and
methodology applied by management to
calculate the fair value of intangible assets
acquired compared to generally applied
valuation methodologies. We have considered
the approach taken by Management, assessed
key assumptions and obtained evidence for
the explanations provided by comparing
In preparing the financial statements, Manage-
ment is responsible for assessing the Group’s
and the Parent Company’s ability to continue as a
going concern, disclosing, as applicable, matters
related to going concern and using the going con-
cern basis of accounting in preparing the financial
statements unless Management either intends to
liquidate the Group or the Parent Company or to
In connection with our audit of the financial state-
ments, our responsibility is to read the Manage-
ment’s review and, in doing so, consider whether
the Management’s review is materially inconsist-
ent with the financial statements or our knowl-
edge obtained during the audit, or otherwise ap-
pears to be materially misstated.
¡ Assessment of the adequacy of disclosures
about key assumptions in note 13 to the
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Statementsꢀ  
49  
cease operations, or has no realistic alternative
but to do so.
for our opinion. The risk of not detecting a
material misstatement resulting from fraud
is higher than for one resulting from error,
as fraud may involve collusion, forgery,
intentional omissions, misrepresentations or
the override of internal control.
the audit evidence obtained up to the date of
our auditor’s report. However, future events
or conditions may cause the Group and the
Parent Company to cease to continue as a
going concern.
ships and other matters that may reasonably be
thought to bear on our independence, and where
applicable, actions taken to eliminate threats or
safeguards applied.
Auditor’s responsibilities for the
audit of the financial statements
Our objectives are to obtain reasonable assurance
as to whether the financial statements as a whole
are free from material misstatement, whether due
to fraud or error, and to issue an auditor’s report
that includes our opinion. Reasonable assurance
is a high level of assurance, but is not a guaran-
tee that an audit conducted in accordance with
ISAs and additional requirements applicable in
Denmark will always detect a material misstate-
ment when it exists. Misstatements can arise from
fraud or error and are considered material if, indi-
vidually or in the aggregate, they could reasona-
bly be expected to influence the economic deci-
sions of users taken on the basis of the financial
statements.
From the matters communicated with those
charged with governance, we determine those
matters that were of most significance in the au-
dit of the consolidated financial statements and
the parent company financial statements of the
current period and are therefore the key audit
matters. We describe these matters in our audi-
tor’s report unless law or regulation precludes
public disclosure about the matter or when, in
extremely rare circumstances, we determine that
a matter should not be communicated in our re-
port because the adverse consequences of doing
so would reasonably be expected to outweigh the
public interest benefits of such communication.
¡ Evaluate the overall presentation, structure
and contents of the financial statements,
including the note disclosures, and whether
the financial statements represent the
underlying transactions and events in a
manner that gives a true and fair view.
¡ Obtain an understanding of internal control
relevant to the audit in order to design
audit procedures that are appropriate in the
circumstances, but not for the purpose of
expressing an opinion on the effectiveness of
the Group’s and the Parent Company’s internal
control.
¡ Obtain sufficient appropriate audit evidence
regarding the financial information of the
entities or business activities within the Group
to express an opinion on the consolidated
financial statements. We are responsible for
the direction, supervision and performance of
the group audit. We remain solely responsible
for our audit opinion.
¡ Evaluate the appropriateness of accounting
policies used and the reasonableness of
accounting estimates and related disclosures
made by Management.
¡ Conclude on the appropriateness of
Report on compliance with the
ESEF Regulation
Management’s use of the going concern
basis of accounting in preparing the financial
statements and, based on the audit evidence
obtained, whether a material uncertainty
exists related to events or conditions that
may cast significant doubt on the Group’s and
the Parent Company’s ability to continue as a
going concern. If we conclude that a material
uncertainty exists, we are required to draw
attention in our auditor’s report to the related
disclosures in the financial statements or, if
such disclosures are inadequate, to modify
our opinion. Our conclusions are based on
As part of an audit conducted in accordance with
ISAs and additional requirements applicable in
Denmark, we exercise professional judgement
and maintain professional scepticism throughout
the audit. We also::
We communicate with those charged with gov-
We communicate with those charged with gov-
ernance regarding, among other matters, the
planned scope and timing of the audit and sig-
nificant audit findings, including any significant
deficiencies in internal control that we identify
during our audit.
As part of our audit of the financial statements
of Better Collective A/S we performed pro-
cedures to express an opinion on whether the
annual report for the financial year January 1 –
December 31, 2021 with the file name bettercol-
lective-2021-12-31-en.zip is prepared, in all mate-
rial respects, in compliance with the Commission
Delegated Regulation (EU) 2019/815 on the Eu-
ropean Single Electronic Format (ESEF Regula-
tion) which includes requirements related to the
preparation of the annual report in XHTML format
¡ Identify and assess the risks of material
misstatement of the financial statements,
whether due to fraud or error, design and
perform audit procedures responsive to
those risks and obtain audit evidence that is
sufficient and appropriate to provide a basis
We also provide those charged with governance
with a statement that we have complied with rel-
evant ethical requirements regarding independ-
ence, and to communicate with them all relation-
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Statementsꢀ  
50  
and iXBRL tagging of the Consolidated Financial
Statements.
ment, including the assessment of the risks of
material departures from the requirements set
out in the ESEF Regulation, whether due to fraud
or error. The procedures include:
Copenhagen, March 23, 2022
Management is responsible for preparing an an-
nual report that complies with the ESEF Regula-
tion. This responsibility includes:
EY Godkendt Revisionspartnerselskab
¡ Testing whether the annual report is prepared
in XHTML format;
CVR no. 30 70 02 28
¡ The preparing of the annual report in XHTML
format;
¡ Obtaining an understanding of the company’s
iXBRL tagging process and of internal control
over the tagging process;
Jan C. Olsen
Peter Andersen
State Authorised
Public Accountant
MNE no. mne33717
State Authorised
Public Accountant
MNE no. mne34313
¡ The selection and application of appropriate
iXBRL tags, including extensions to the
ESEF taxonomy and the anchoring thereof
to elements in the taxonomy, for financial
information required to be tagged using
judgement where necessary;
¡ Evaluating the completeness of the iXBRL
tagging of the Consolidated Financial
Statements;
¡ Evaluating the appropriateness of the
company’s use of iXBRL elements selected
from the ESEF taxonomy and the creation of
extension elements where no suitable element
in the ESEF taxonomy has been identified;
¡ Ensuring consistency between iXBRL
tagged data and the Consolidated Financial
Statements presented in human readable
format; and
¡ For such internal control as Management
determines necessary to enable the
preparation of an annual report that is
compliant with the ESEF Regulation.
¡ Evaluating the use of anchoring of extension
elements to elements in the ESEF taxonomy;
and
¡ Reconciling the iXBRL tagged data with the
Our responsibility is to obtain reasonable assur-
ance on whether the annual report is prepared,
in all material respects, in compliance with the
ESEF Regulation based on the evidence we have
obtained, and to issue a report that includes our
opinion. The nature, timing and extent of proce-
dures selected depend on the auditor’s judge-
audited Consolidated Financial Statements.
In our opinion, the annual report for the financial
year January 1 – December 31, 2021 with the file
name bettercollective-2021-12-31-en.zip is pre-
pared, in all material respects, in compliance with
the ESEF Regulation.
 
CONTENTS  
Annual report 2021ꢀꢀBetter Collective Financial Statementsꢀ  
51  
Financial  
Statements  
52  
52  
53  
54  
55  
57  
Statement of profit and loss  
Statement of comprehensive income  
Balance sheet  
Statement of changes in equity  
Cash flow statement  
Notes  
 
CONTENTS  
Consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
52  
Consolidated statement  
of profit and loss  
Consolidated statement  
of comprehensive income  
Note tEUR  
2021  
2020  
Note tEUR  
2021  
2020  
4
Revenue  
177,051
91,186
Profit for the period  
17,292
21,927
Direct costs related to revenue  
64,863
40,813
1,764
20,471
24,156
1,548
Other comprehensive income  
Other comprehensive income to be reclassified  
to profit or loss in subsequent periods:  
5, 6 Staff costs  
14  
7
Depreciation  
Currency translation to presentation currency  
-300
16,497
-3,629
12,568
29,860
68
-3,414
751
Other external expenses  
15,600
54,011
8,407
Currency translation of non-current intercompany loans  
Operating profit before amortisations (EBITA) and special items  
36,604
11  
Income tax  
Net other comprehensive income/loss  
Total other comprehensive income/(loss) for the period, net of tax  
-2,595
19,332
12  
8
Amortisation and impairment  
8,516
6,235
Operating profit (EBIT) before special items  
Special items, net  
45,495
-16,746
30,369
Attributable to:  
120
Shareholders of the parent  
29,860
19,332
Operating profit  
Financial income  
Financial expenses  
28,749
3,383
30,489
1,965
9
10  
5,905
3,742
Profit before tax  
26,227
28,712
11  
Tax on profit for the period  
8,935
6,785
Profit for the period  
17,292
21,927
Earnings per share attributable to equity holders of the company  
Average number of shares  
50,541,901 46,664,615
Average number of warrants – converted to number of shares  
Earnings per share (in EUR  
2,334,756 2,043,366
0.34
0.33
0.47
0.45
Diluted earnings per share (in EUR)  
 
CONTENTS  
Consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
53  
Consolidated balance sheet  
Note tEUR  
2021  
2020  
Note tEUR  
2021  
2020  
Assets  
Equity and liabilities  
Non-current assets  
12, 13 Intangible assets  
Goodwill  
16  
Equity  
Share Capital  
Share Premium  
Currency Translation Reserve  
Treasury Shares  
546
469
267,873
10,798
-8,074
73,705
0
108,826
-1,770
-2
55,019
0
178,182
329,276
12,453
99,315
150,274
9,378
Domains and websites  
Accounts and other intangible assets  
Retained Earnings  
Proposed Dividends  
Total equity  
519,911
258,967
17  
344,848
162,542
14  
Property, plant and equipment  
Land and buildings  
47
2,708
1,610
721
3,225
1,449
5,395
Non-current Liabilities  
Right of use assets  
20  
20  
19  
Debt to mortgage credit institutions  
Debt to credit institutions  
Lease liabilities  
0
121,025
1,521
507
68,770
2,124
Fixtures and fittings, other plant and equipment  
4,365
11  
20  
20  
Deferred tax liabilities  
69,595
4,939
0
25,207
8,796
20,807
126,211
Other non-current assets  
Other non-current financial assets  
Deposits  
Other long-term financial liabilities  
Contingent Consideration  
Total non-current liabilities  
20  
11  
0
660
1,093
434
197,080
Deferred tax asset  
9,545
621
10,205
534,481
2,148
Current Liabilities  
Total non-current assets  
266,510
Prepayments received from customers and deferred revenue  
Trade and other payables  
Corporation tax payable  
3,400
18,393
1,735
450
10,247
1,985
18  
11  
Current assets  
15  
11  
Trade and other receivables  
Corporation tax receivable  
Prepayments  
30,083
500
18,248
788
20  
20  
20  
19  
Other financial liabilities  
10,683
19,893
0
9,850
2,498
20
Contingent Consideration  
Debt to mortgage credit institutions  
Lease liabilities  
Total current liabilities  
Total liabilities  
2,223
1,466
20  
20  
Restricted Cash  
Cash  
1,489
6,926
1,347
1,262
28,603
62,898
597,379
21,127
55,451
252,531
597,379
26,312
152,523
315,065
Total current assets  
Total assets  
48,555
315,065
Total equity and liabilities  
 
CONTENTS  
Consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
54  
Consolidated statement of changes in equity  
Currency  
Currency  
trans-  
trans-  
Share  
Share  
lation Treasury Retained Proposed  
reserve  
Total  
equity  
Share  
Share  
lation Treasury Retained Proposed  
Total  
equity  
tEUR  
capital premium  
shares earnings Dividend  
tEUR  
capital premium  
reserve  
shares earnings Dividend  
As of January 1, 2021  
469
108,826
-1,770
-2
55,019
0
162,542
As of January 1, 2020  
464
106,296
825
0
30,732
0
138,317
Result for the period  
0
0
0
0
17,292
0
17,292
Result for the period  
0
0
0
0
21,927
0
21,927
Other comprehensive  
income  
Other comprehensive  
income  
Currency translation to  
presentation currency  
Currency translation to  
presentation currency  
0
0
0
0
0
0
0
0
16,197
-3,629
12,568
12,568
0
0
0
0
0
0
0
0
0
0
16,197
-3,629
12,568
29,860
0
0
0
0
0
0
0
0
-3,346
751
0
0
0
0
0
0
0
0
0
-3,346
751
Tax on other  
comprehensive income  
Tax on other  
comprehensive income  
0
0
Total other  
comprehensive income  
Total other  
comprehensive income  
0
-2,595
-2,595
-2,595
19,332
Total comprehensive  
income for the year  
Total comprehensive  
income for the year  
17,292
21,927
Transactions with owners  
Transactions with owners  
Capital Increase  
77
159,047
0
0
0
0
159,124
Capital Increase  
5
2,530
0
0
0
0
2,535
Acquisition of treasury  
shares  
Acquisition of treasury  
shares  
0
0
0
0
0
0
0
0
0
0
0
0
-8,135
71
0
11
0
0
0
0
-8,135
82
0
0
0
0
0
0
0
0
0
0
0
0
-4,903
0
1,438
955
0
0
0
0
-4,903
6,339
955
Disposal of treasury shares  
Share based payments  
Transaction cost  
Disposal of treasury shares  
Share based payments  
Transaction cost  
4,901
0
3,688
-2,305
3,688
-2,313
0
0
-8
-33
-33
Total transactions  
with owners  
Total transactions  
with owners  
77
159,047
267,873
0
-8,072
-8,074
1,394
0
0
152,446
344,848
5
2,530
0
-2
-2
2,360
0
0
4,893
At December 31, 2021  
546
10,798
73,705
At December 31, 2020  
469
108,826
-1,770
55,019
162,542
During the period no dividend was paid.  
During the period no dividend was paid.  
 
CONTENTS  
Consolidated financial statementsꢀꢀAnnual report 2021ꢀꢀBetter Collective  
55  
Consolidated statement of cash flow  
Note tEUR  
2021  
2020  
Note tEUR  
2021  
2020  
Profit before tax  
26,227
2,522
28,712
1,777
20  
20  
Repayment of borrowings  
-87,069
139,373
-1,147
-843
-22,756
74,629
-1,025
485
Adjustment for finance items  
Proceeds from borrowings  
Lease liabilities  
Adjustment for special items  
16,746
45,495
10,280
-531
-120
Operating Profit for the period before special items  
Depreciation and amortisation  
30,369
7,783
955
Other non-current liabilities  
Capital increase  
148,893
-8,143
-2,305
188,759
393
Other adjustments of non cash operating items  
Treasury shares  
-4,903
-33
Cash flow from operations before changes in  
working capital and special items  
Transaction cost  
55,244
-4,040
51,204
-5,997
45,207
3,702
39,107
-786
Cash flow from financing activities  
46,790
21  
Change in working capital  
Cash flow from operations before special items  
Special items, cash flow  
38,321
-625
Cash flows for the period  
1,102
28,053
937
5,375
22,755
-77
Cash and cash equivalents at beginning  
Foreign currency translation of cash and cash equivalents  
Cash and cash equivalents period end*  
Cash flow from operations  
37,696
1,415
Financial income, received  
30,092
28,053
Financial expenses, paid  
-4,693
44,216
-12,654
31,562
-2,496
36,615
-9,940
26,675
Cash flow from activities before tax  
Income tax paid  
*Cash and cash equivalents period end  
Restricted cash  
11  
1,489
28,603
30,092
6,926
21,127
28,053
Cash flow from operating activities  
Cash  
Cash and cash equivalents period end  
22  
12  
14  
14  
Acquisition of businesses  
-207,900
-11,591
-687
-65,792
-1,802
-460
1
Acquisition of intangible assets  
Acquisition of property, plant and equipment  
Sale of property, plant and equipment  
Change in non-current assets  
972
-13
-37
Cash flow from investing activities  
-219,219
-68,090
 
Better Collective A/S
Headquarters  
Toldbodgade 12
1253 Copenhagen K
Denmark
CVR no. 27 65 29 13  
copenhagenoffice@bettercollective.com  
+45 2991 9965  
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