Better Collective A/S
Sales Director - Gaming, Esports & Sports Partnerships (UK & Europe)
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About Better Collective
Better Collective is a global digital sports media group, connecting millions of passionate sports fans through a diverse portfolio of sports media brands, communities, and digital products. As we evolve our commercial strategy, we are building a premium partnerships business centered around audience intelligence, video/talent-led content, premium media products, and strategic client relationships. Gaming and esports represent one of our biggest growth opportunities.
We're looking for an entrepreneurial sales leader to build and scale this vertical across Europe.
About the Role
This is not a traditional media sales role. You will lead the direct sales strategy for Better Collective's gaming and esports portfolio, leading the development of long-term partnerships across brands including:
- FUTBIN
- HLTV
- Dust2
Working closely with the Director of Ad Sales UK & Europe, Product, Editorial, and Marketing teams, you will develop new commercial propositions that move beyond traditional display advertising into premium sponsorships, partnerships, tournaments, branded content, and audience-led solutions.
You'll have a genuine passion for sport, gaming, and fan culture, with a deep understanding of how modern sports audiences engage across gaming, esports, creators, and digital communities.
Key Responsibilities
Sales Strategy
- Develop and execute Better Collective's gaming and esports commercial strategy across UK & Europe.
- Identify new revenue opportunities across gaming, technology, and youth-focused categories.
- Build scalable commercial products that go beyond traditional advertising.
- Develop annual category strategies for gaming and esports.
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Business Development
-
You will already have senior relationships with:
- Gaming publishers
- Console manufacturers
- PC hardware brands
- Technology companies
- Telecommunications
- Energy drinks
- The Big Six global agency holding groups
- Agencies specializing in gaming
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Own a pipeline of strategic partnerships worth six and seven figures.
Premium Partnerships
- Develop integrated commercial solutions including:
- Tournament sponsorships
- Creator partnerships
- Premium video
- Live activations
- Community programmes
- Product launches
- Audience Intelligence solutions
- First-party data partnerships
Cross-functional Leadership
- Work closely with:
- Editorial
- Product
- Marketing
- Data
- Sales
- Operations
- to develop commercially-led products from inception.
Commercial Innovation
- Identify opportunities to create:
- New sponsorship products
- New gaming IP
- Premium commercial franchises
- Recurring revenue opportunities
- Pan-European partnership programmes
Success Looks Like
Within 12 months you will have:
- Established relationships with Europe's leading gaming advertisers
- Secured multiple premium strategic partnerships
- Increased average deal values significantly
- Built a repeatable gaming GTM framework
- Developed recurring sponsorship products
- Positioned FUTBIN and HLTV as premium commercial assets
Experience
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- 8+ years in commercial media sales, partnerships, or sponsorship
- Strong gaming and esports industry experience
- Proven track record selling premium partnerships
- Experience working with agencies and direct brands
- Strong understanding of gaming audiences
Network
- Existing senior relationships with companies such as:
- EA SPORTS
- PlayStation
- Xbox
- Logitech
- Red Bull
- Intel
- Samsung
- ASUS
- NVIDIA
- Razer
- Secretlab
- Alienware
- SteelSeries
- HyperX
- Corsair
- Ubisoft
- Riot Games
- Epic Games
Skills
- A genuine passion for sport, gaming, and esports
- A strong understanding of modern fan culture and digital communities
- Strategic commercial thinking
- A consultative approach to partnership selling
- Exceptional relationship-building skills
- An entrepreneurial mindset with a passion for creating new commercial opportunities
- Strong storytelling and presentation skills
- Excellent negotiation and influencing ability
- The ability to collaborate across editorial, product, marketing, and commercial teams
Why Join?
This is a unique opportunity to shape one of Better Collective's fastest-growing commercial verticals.
You'll have the freedom to create innovative premium products, build strategic partnerships, and influence the future commercial direction of Better Collective's gaming and esports business. Working at the intersection of sport, gaming, and entertainment, you'll help some of the world's biggest brands connect with highly engaged fan communities across Europe.
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