Affiliate group Better Collective has recruited Pernille Holbøll, former editor-in-chief of Danish news media Ekstra Bladet and BT. 

Holbøll will lead the strategic development of AI-generated editorial content across the group’s sports media brands. 

For a number of years, Holbøll has played an active role in driving the digital transformation and the journalistic development across Danish media and has held positions such as editor-in-chief at Ekstra Bladet and executive editor-in-chief at BT, two of the largest news media in Denmark. 

At Better Collective, Holbøll will step into a newly established position of senior director group AI editorial content & editorial innovation. 

She will, in collaboration with various teams and departments, ensure that both business- and editorial-related opportunities embedded in AI and editorial innovation are realised across Better Collective’s sports media brands.

Holbøll will join Better Collective on 1 December at the company headquarters in Copenhagen.

Returning to Better Collective

Holbøll said: “Better Collective is uniquely positioned in the intersection between tech and media. To realise the company vision to become the leading digital sports media group, it is paramount to fully utilise and take advantage of the opportunities and synergies AI offers when it comes to developing and scaling editorial content globally. 

“I have long been impressed by the team at Better Collective that is already doing a great job, especially in building the technological AI infrastructure that is needed, and I look forward to contributing strategically to further ensure that Better Collective continues its ambitious journey,” she added. 

Holbøll has previously worked with Better Collective. Between March 2022 and May 2022, she held the position of senior director group branding and media before joining BT as executive editor-in-chief.

“In today’s media landscape, companies need to understand how AI, content and media can work together to scale operations globally,” said Simon Hovmand-Stilling, SVP group media and core sites and CEO of Better Collective South America.

“Pernille comes with a lot of knowledge and experience from the media world that will add significant value and insights to the group which will further strengthen our ability to excite sports fans worldwide and create value for our partners. I look forward to welcoming her back to the team,” he added. 

Better Collective’s audience has significantly grown in recent years, increasing from approximately 7 million monthly viewers across its brands in 2017 to more than 180 million as of now.