Better Collective A/S Discloses Insider Share Transactions Under MAR Article 19 as Buy-Back Programme Continues

Better Collective's MAR Article 19 Obligation and What This Filing Represents

Under the European Union's Market Abuse Regulation, specifically Article 19, companies listed on regulated markets are legally required to publicly disclose transactions in their own securities conducted by persons discharging managerial responsibilities — typically directors, senior executives, and members of supervisory boards — as well as persons closely associated with those individuals. This obligation exists to promote market transparency and to ensure that retail and institutional investors can identify whether those with the deepest knowledge of a company's affairs are buying or selling shares, and under what circumstances.

Better Collective A/S, which carries the CVR registration number 27652913 and is dual listed on Nasdaq Stockholm and Nasdaq Copenhagen under the ticker BETCO, issued regulatory release no. 56/2026 on 24 June 2026, notifying the market of such transactions. The company's announcement confirms that the filing was made pursuant to MAR Article 19 and that the detailed transaction data was provided in an attached document. The announcement text itself does not reproduce the specific names of the individuals involved, the volumes of shares transacted, or the prices at which transactions were executed; investors seeking that granular data would need to consult the attached file referenced in the original filing.

Connection to the Better Collective Share Buy-Back Programme Announced in March 2026

The company has been explicit that this PDMR transaction disclosure is directly connected to its active share buy-back programme. Better Collective first announced the buy-back in regulatory release no. 16/2026, published on 3 March 2026, and subsequently provided an update through regulatory release no. 24/2026, dated 24 March 2026. Share buy-back programmes are a mechanism by which companies repurchase their own shares from the open market, typically with the aim of returning capital to shareholders, managing dilution, or signalling management confidence in the company's valuation.

When a buy-back programme is underway, PDMRs and closely associated persons may conduct transactions in the company's shares — whether as part of the programme itself or independently — and any such activity must be disclosed under MAR Article 19 regardless of the broader buy-back context. The company did not disclose the total value of the buy-back programme, the number of shares repurchased to date, or any revised targets within the text of this announcement. Investors wishing to understand the full scope of the programme are directed by the company to the two prior regulatory releases.

Better Collective's House of Brands and the Digital Sports Media Landscape

Better Collective has built one of the more recognisable portfolios in digital sports media and sports betting content. The company's House of Brands encompasses a range of well-known properties: HLTV, widely regarded as a leading source of esports statistics and Counter-Strike content; FUTBIN, a popular platform for EA Sports FC (formerly FIFA) Ultimate Team data; AceOdds, a UK-facing odds comparison service; Action Network, a prominent US sports betting media Brand; Playmaker HQ; The Nation Network; and Bolavip, a Spanish-language football media platform with significant reach across Latin America.

This breadth of brands reflects the company's strategic ambition, as stated in its corporate description, to become the leading digital sports media group globally. The group's reach spans multiple continents and languages, positioning it at the intersection of sports content consumption and the rapidly expanding regulated sports betting markets in North America, Europe, and beyond. It is against this operational backdrop that investors assess capital allocation decisions such as share buy-backs and interpret PDMR transaction disclosures.

Dual Listing on Nasdaq Stockholm and Nasdaq Copenhagen: Regulatory Context

Better Collective's dual listing on Nasdaq Stockholm (where shares are denominated in Swedish kronor under BETCO) and Nasdaq Copenhagen (where shares trade in Danish krone under BETCO DKK) means the company is subject to regulatory oversight and disclosure obligations across two Nordic exchanges. This dual structure requires the company to ensure that material regulatory announcements — including MAR Article 19 disclosures — are distributed simultaneously and equivalently across both markets.

The company is headquartered in Copenhagen, Denmark, and its Investor relations function is managed by Mikkel Munch Jacobsgaard, reachable at the investor relations email address provided in the announcement. For UK-based investors accessing the stock through the 0AA8 reference on platforms that aggregate international listings, such filings are typically disseminated via financial newswire services such as MFN, through which this particular announcement was distributed.

What the Attached Transaction File Is Expected to Contain

The full detail of PDMR transactions under MAR Article 19 is typically set out in a standardised notification form, which in this case was provided as an attachment to the regulatory release. Such forms ordinarily include the name and position of the person discharging managerial responsibilities, the nature of the relationship if the transaction was conducted by a closely associated person, the description of the financial instrument (in this case, Better Collective A/S shares), the date and venue of the transaction, the Volume of shares, and the price per share.

However, because the announcement text as received does not reproduce these figures directly, the specific transaction volumes, individual participants, per-share prices, and aggregate values involved in this particular disclosure were not available within the body of the announcement. The company did not disclose these figures in the announcement text itself. Investors and analysts are directed to the attached file, referenced as "Reporting of Transactions Made by Persons Discharging Managerial Responsibilities and Persons Closely Associated with Them in Better Collective A/S' Shares," dated 24 June 2026.

Why PDMR Disclosures During Buy-Back Programmes Attract Investor Attention

Share transactions by company insiders are frequently scrutinised by Market Participants for signals about management's view of a company's Intrinsic Value. When a buy-back programme is simultaneously in operation, interpreting PDMR activity requires additional context: purchases by insiders during a buy-back could reinforce a positive signal, whereas sales might be interpreted differently depending on their scale and the stated rationale. Regulatory frameworks specifically require disclosure in such periods to ensure that the market has complete information about all parties transacting in the company's shares.

It is worth noting that PDMR transactions are not inherently positive or negative signals in isolation. Insiders regularly sell shares for entirely legitimate reasons — including portfolio Diversification, tax planning, and personal Liquidity — and purchases may reflect participation in long-term incentive plans rather than open-market buying. Investors may be watching subsequent filings to build a more complete picture of aggregate insider activity during the buy-back window established by Better Collective's March 2026 programme announcements.

Better Collective's Regulatory Communication Cadence in 2026

The fact that this filing carries the reference number 56/2026 is itself informative about the pace of regulatory communication from Better Collective this year. With 56 regulatory releases issued in approximately six months of 2026, the company has maintained an active disclosure schedule, consistent with the obligations of a dual-listed European media group operating across multiple jurisdictions. Prior releases referenced in this announcement — nos. 16 and 24 of 2026 — both relate specifically to the buy-back programme, suggesting a structured approach to communicating programme updates to the market.

For investors tracking Better Collective's regulatory disclosures, the cadence of MAR Article 19 filings linked to the buy-back programme is likely to continue for as long as the programme remains active. The company has not indicated within this announcement when the buy-back programme is expected to conclude or whether any extension or modification is under consideration. The company did not disclose this figure in the announcement with respect to the programme's remaining authorised size or budget.

Investor Relations Contact and How to Access Further Information

Better Collective has designated Mikkel Munch Jacobsgaard as the point of contact for investor relations enquiries related to this and other regulatory disclosures. Enquiries can be directed to the investor relations email address listed in the announcement. The company's corporate website, bettercollective.com, is indicated as the primary resource for broader information about the group's operations, strategy, and financial performance.

The announcement and its associated attachment are publicly available on the Investegate platform under the 0AA8 reference, as well as through the MFN newswire through which the release was originally distributed. Investors and analysts requiring access to the full transaction-level detail would need to review the attached file directly. The immediate share price impact of this specific regulatory filing was not clear from available public information, as PDMR disclosure notifications of this nature are routine compliance filings rather than Earnings or strategy updates.

Broader Context: Better Collective's Strategic Position Heading into the Second Half of 2026

Better Collective operates in a sector that has experienced significant structural change over the past several years, as regulated sports betting has expanded across US states and European markets have matured. The company's portfolio of sports media and betting content brands positions it as an affiliate and media partner for licensed sportsbooks, generating revenues through performance Marketing arrangements, subscription products, and direct Advertising. The dual listing structure reflects the group's Nordic origins and its appeal to Scandinavian institutional investors, whilst the international brand portfolio speaks to a deliberately global growth strategy.

Against this backdrop, capital management decisions such as the ongoing buy-back programme represent a statement about the board's assessment of the company's current valuation and its priorities for deploying available capital. Any PDMR transactions conducted within the buy-back window will naturally be assessed by investors in the context of Better Collective's broader strategic and financial trajectory as the group moves through the second half of its 2026 financial year. Further regulatory releases from the company are expected as the buy-back programme progresses.