Better Collective has named Thomas Plenborg as chair of its board of directors, replacing Jens Bager after nearly a decade at the helm. The appointment signals a fresh strategic phase for the digital sports media group as it pushes for expanded market leadership.

Plenborg joined Better Collective’s board earlier this year, so he’s already familiar with the business. What he brings to the table is a track record that shareholders will like: serious M&A experience and a proven ability to generate value. His work with DSV stands out. He helped transform that Danish logistics firm from a regional operator into a global heavyweight.

Academic Credentials Meet Business Reality

Currently a professor at Copenhagen Business School’s Department of Accounting, Plenborg balances academic insight with boardroom pragmatism.

That combination matters when you’re steering a publicly traded company through competitive markets and regulatory shifts.

Better Collective made clear this isn’t just a ceremonial change. The company wants Plenborg’s strategic muscle as it looks to strengthen its position in sports media. His appointment came alongside the re-election of vice chair Therese Hillman and board members René Efraim Rechtman, Leif Nørgaard, Britt Ingrid Boeskov, and Todd Dunlap.

New Chair, Same Growth Ambitions

Plenborg acknowledged Bager’s contributions to the company’s governance and growth trajectory, while making it clear he’s ready to crack on. He plans to work closely with management and fellow board members to push the business forward for all stakeholders.

Co-founder and co-CEO Jesper Søgaard expressed confidence in the new appointment. He highlighted Plenborg’s financial acumen and strategic expertise, noting that experience with globally leading companies should prove valuable as Better Collective chases its ambition of becoming the top digital sports media group.

Timing and Context

The leadership change comes as Better Collective continues evaluating its capital structure. Earlier this year, the company disclosed its ownership of 5% of its share capital and indicated it was considering a potential reduction.

For investors, Plenborg’s appointment represents continuity with a sharper edge. The board clearly believes his M&A background and value creation focus align with where the company needs to go next. Whether that means more acquisitions, operational efficiency, or market expansion, we’ll see. But the signal is unmistakable: Better Collective is gearing up for its next growth chapter.