Better Collective A/S (Nasdaq Stockholm: BETCO; Nasdaq Copenhagen: BETCO DKK) has issued regulatory release 27/2026 reporting PDMR share transactions under MAR Article 19, linked to its 40 million EUR buyback programme initiated March 5, 2026, and managed by Nordea Bank on behalf of the company.

Better Collective A/S (Nasdaq Stockholm: BETCO; Nasdaq Copenhagen: BETCO DKK), the Copenhagen-headquartered digital sports media group, has issued a regulatory disclosure reporting transactions in its own shares made by persons discharging managerial responsibilities and persons closely associated with them. The notification, published on April 9, 2026 as regulatory release number 27 of 2026, was issued pursuant to Article 19 of the European Union Market Abuse Regulation, which requires listed companies to publicly report dealings in their securities by directors, senior executives, and connected parties. The release indicates that the reported transactions are connected to the company's ongoing share buyback programme, previously communicated to the market in regulatory releases number 16 of 2026 and number 24 of 2026. The disclosure continues Better Collective's consistent practice of transparency around share transactions and reinforces its reputation as a governance-focused issuer operating across multiple European regulatory environments and capital markets for its diverse international shareholder base.

About Better Collective

Better Collective describes itself as the owner of leading digital sport media, sports betting media, and esports communities, with the stated vision of becoming the leading digital sports media group. The company's mission is to excite sports fans through engaging content and to foster passionate communities worldwide. Its House of Brands portfolio includes a number of recognizable names such as HLTV, FUTBIN, AceOdds, Action Network, Playmaker HQ, The Nation Network, and Bolavip, spanning esports, fantasy sports, sports betting, and sports commentary. The company is headquartered in Copenhagen, Denmark, and is dual-listed on Nasdaq Stockholm under the ticker BETCO and on Nasdaq Copenhagen under the ticker BETCO DKK. Better Collective has grown through a combination of organic expansion and strategic acquisitions, building a diverse portfolio of digital properties that serve sports fans across multiple languages, formats, and geographic markets around the world.

Market Abuse Regulation Context

Article 19 of the European Union Market Abuse Regulation requires persons discharging managerial responsibilities at listed companies, along with persons closely associated with them, to disclose transactions in the company's shares, debt instruments, and related derivatives. The rule is intended to promote market transparency, prevent insider trading, and ensure that all investors have equal access to potentially price-sensitive information. For companies such as Better Collective, which are active in share buyback programmes, the obligation extends to transactions that occur within the framework of those programmes when they involve the specified individuals. Regulatory releases of this type are routine for listed European companies and reflect the robust disclosure regime that applies across the European Union. Investors and analysts often monitor insider transaction filings closely, as they can provide insights into the confidence that senior executives have in their company's prospects and operational performance at a point in time.

Better Collective's Buyback Programme

Better Collective launched its current share buyback programme earlier in 2026, with the initial announcement communicated in regulatory release number 16 of 2026 dated March 3, 2026, and a subsequent update in regulatory release number 24 of 2026 dated March 24, 2026. Share repurchase programmes are a common capital return tool used by European listed companies to return surplus capital to shareholders and support earnings per share. Better Collective's decision to undertake a buyback programme reflects management's confidence in the company's cash generation capabilities and its commitment to a capital allocation framework that balances reinvestment in growth with returns to shareholders. The programme is executed in compliance with the Market Abuse Regulation's safe harbour provisions for buyback programmes, which set specific conditions regarding pricing, volume limits, and disclosure requirements to ensure integrity and transparency in the execution of repurchases across all relevant European trading venues.

Strategic Significance of the Buyback Programme

Share buybacks serve several strategic purposes for Better Collective. They provide a flexible mechanism for returning capital to shareholders, signal management's view that the company's shares are attractively valued, support earnings per share growth by reducing the number of shares outstanding, and offer a way to manage the capital structure in line with long-term strategic priorities. For a growth-oriented digital media company like Better Collective, the balance between reinvestment in product development, acquisitions, and capital returns is a key consideration. The decision to allocate capital to a share repurchase programme reflects management's assessment that the company has sufficient financial resources to support both growth initiatives and shareholder returns simultaneously. Investors generally view consistent capital return programmes as a positive signal of a company's financial health and management discipline, and Better Collective's ongoing activity in this area is aligned with that perspective across European capital markets.

Digital Sports Media Industry Context

Better Collective operates within the broader digital sports media industry, which encompasses online content, community platforms, sports betting affiliates, fantasy sports, and esports. The industry has been transformed by the proliferation of digital platforms, mobile devices, streaming services, and social media, which have changed how sports fans consume content and engage with their favorite teams and players. The legalization and regulation of sports betting in multiple jurisdictions, particularly in the United States and various European countries, has further expanded the commercial opportunity for digital sports media companies that can provide content, analytics, and community experiences to sports bettors and casual fans alike. At the same time, competition is intense, with large technology platforms, traditional media companies, and specialized sports media firms all competing for attention. Better Collective's multi-brand strategy and focus on niche communities are designed to differentiate it within this competitive landscape across multiple markets and user segments.

Dual Listing and Investor Base

Better Collective's dual listing on Nasdaq Stockholm and Nasdaq Copenhagen reflects its Nordic roots and provides access to both Swedish and Danish investor bases. Institutional investors from across the Nordic region, as well as international funds with a focus on European small and mid-cap equities, hold meaningful positions in the company's shares. The dual listing arrangement increases liquidity and visibility in two of the largest equity markets in the Nordic region, and it enables the company to tap into investor pools that may have different preferences or regulatory requirements. Corporate governance standards for both Swedish and Danish listed companies are broadly aligned with international best practices, ensuring that Better Collective maintains high standards of disclosure, board independence, and shareholder engagement. The company's regular communication with the market through regulatory releases, financial reports, and investor presentations supports ongoing dialogue with its diverse shareholder base in both the Nordic region and internationally.

Transparency and Regulatory Disclosure Practices

The April 9, 2026 disclosure of manager transactions is part of a steady stream of regulatory releases issued by Better Collective. These communications cover financial results, strategic initiatives, share capital changes, acquisitions, corporate governance matters, and various transaction-related notifications. By maintaining high standards of transparency and following the requirements of the Market Abuse Regulation and other applicable rules, Better Collective demonstrates its commitment to being a well-governed listed company. Investors, analysts, and regulators can rely on the company's consistent disclosure practices as a foundation for their analysis and decision-making. The specific regulatory release number 27 of 2026 reflects the cumulative count of the company's announcements during the year, providing a sense of the frequency and range of its communications with the market. This level of disclosure activity is common among active, growth-oriented European listed companies committed to transparency with their stakeholders across the Nordic region.

Competitor Landscape

Within the digital sports media and affiliate marketing sector, Better Collective competes with companies such as Catena Media, Raketech, Gambling.com Group, XLMedia, and various other specialized firms. Each of these companies has pursued slightly different strategies in terms of geographic focus, product mix, and growth paths, but they all operate in a dynamic and competitive environment. The broader sports media ecosystem also includes direct-to-consumer brands, traditional sports publishers, and technology platforms such as those operated by global social media and streaming companies. Better Collective's emphasis on building a portfolio of strong, engaged communities such as HLTV and FUTBIN is intended to create durable competitive advantages based on user loyalty and content depth. The ongoing capital return activity reflected in the share buyback programme and the associated disclosure of manager transactions is one of many ways the company signals its operational strength and strategic confidence to investors and market observers.

Growth Drivers and Industry Trends

Several macro trends continue to shape the digital sports media industry in ways that are relevant to Better Collective. The ongoing expansion of legal sports betting markets in the United States, Canada, Latin America, and other regions provides a significant growth opportunity for affiliate-focused businesses. The growing popularity of esports and competitive gaming creates new audiences and content verticals. Advances in data analytics, personalization, and artificial intelligence enable more engaging user experiences and more efficient monetization. At the same time, regulatory changes, advertising restrictions, and responsible gambling initiatives can influence the operating environment and profitability. Better Collective's leadership team has highlighted the importance of navigating these dynamics carefully, balancing growth ambitions with disciplined execution and responsible practices. Capital allocation decisions, including the share buyback programme and any future acquisitions, will be shaped by how these industry trends evolve over time and how they affect the company's strategic priorities.

Investor Considerations

For investors analyzing Better Collective, the April 9, 2026 disclosure of manager transactions provides one data point among many. The broader picture includes the company's financial performance, organic growth rates, acquisition strategy, capital allocation framework, and position within the digital sports media industry. Disclosures of transactions by persons discharging managerial responsibilities are typically monitored for signals about insider confidence, but they should always be viewed in context, as individuals may have various personal reasons for buying or selling shares. The transparency provided by the regulatory framework allows investors to make informed decisions based on complete information. Better Collective's consistent disclosure practices, including the publication of multiple regulatory releases related to the share buyback programme and associated transactions, support a high standard of market integrity and investor protection. The company's ongoing engagement with the investment community through regular communications reinforces its profile as a well-managed listed company.

Conclusion

Better Collective's April 9, 2026 regulatory release reporting transactions by persons discharging managerial responsibilities in the company's shares, published in connection with its ongoing share buyback programme, reflects the company's commitment to transparent disclosure and regulatory compliance in accordance with the Market Abuse Regulation. As a dual-listed digital sports media group operating in a dynamic and competitive industry, Better Collective's disclosures provide investors and other stakeholders with insight into the execution of its capital return activities. The buyback programme, combined with the company's continued investment in growth initiatives and its diverse portfolio of sports media brands, illustrates a balanced approach to capital allocation and long-term value creation. As Better Collective continues to execute its strategic plan through 2026, regular regulatory communications such as this disclosure will remain an important channel for keeping the market informed about developments affecting the company, its share capital, and its shareholder value proposition across the European financial markets.