Bally’s CEO to utilize UK experience in growing US sports betting market

Lee Fenton spoke of his intention to bring some of the UK’s most popular sporting content to the US.

Lee Fenton, the newly appointed chief executive officer of Bally’s Corp, has spoken of his intention to bring some of the UK’s most popular sports betting content to the burgeoning US market.

Specifically, Fenton highlighted Soccer Saturday, a Sky-Sports-developed show that keeps fans updated on all the current soccer games including scores, odds, and news. He believes that TV shows can complement and expand sports betting in a similar way to how they do in Europe.

“We have that opportunity on steroids to do that kind of content,” Fenton said at the Global Gaming Expo in Las Vegas. “We can create that kind of programming and that kind of interest to feed people.”

Fenton took on his current position at Bally’s following its $2.7bn merger-acquisition with the British Gamesys Group. The deal is set to close this week.

Speaking on his appointment, Fenton said: “I am honored to have the opportunity to lead Bally’s in the next phase of our evolution. Our business is transforming from being a regional casino operator into an industry leader in retail, sports, media and iGaming, which will see us bringing together a set of assets that gives us a formidable platform for growth as a digital-first leader in global gaming entertainment.

“With Gamesys now part of the Bally’s family, I look forward to delivering on the exciting opportunities ahead and continuing to create value for our shareholders, employees and customers in the years to come.”

Henry Moore

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