Tabcorp appoints Hart to drive new Sun Bets brand in UK

Tabcorp has named Jamie Hart as executive director of its new Sun Bets brand as part of an effort by the Australian operator to crack the UK gambling market.

According to the Sydney Morning Herald newspaper, Hart joins Tabcorp after previously served as head of innovation at William Hill, a role that he left in March.

Hart, who will report directly to Tabcorp executive Craig Nugent, also spent time working in Australia’s Northern Territory, where he is widely credited for setting up one of the region’s first betting websites.

Confirmation of Hart’s appointment comes after Tabcorp delayed the launch of the Sun Bets brand, which has been developed as a 10-year joint venture with newspaper publisher News UK and its flagship title, The Sun

Sun Bets had been due to go live in the UK this spring, but suffered a two-month delay and the launch was put back to mid-August to coincide with the start of the 2016-17 English Premier League club football season.

Tabcorp has secured all necessary licences and regulatory approvals in the UK to launch its Sun Bets service, but is still understood to be awaiting approval from Apple’s app store.

Speaking at the time of the original announcement, David Attenborough, chief executive of Tabcorp, said: “It is a natural step for us; we have worked with News Ltd. closely in Australia and built up a high degree of trust.

“They have one of the strongest brands in the UK with half of the UK betting population regularly reading or engaging with The Sun.”

Related article: Tabcorp, News UK target spring for UK launch