Sportradar hires former Facebook real money gaming exec to lead ad:s team

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Sportradar has recruited Brendan Tinnelly, former business lead for Facebook’s real money gaming department, to the newly created role of head of paid social advertising for ad:s.

The ad:s product is Sportradar’s industry specific multi-channel marketing performance platform. Tinnelly will join the product’s strategy team, leading a group of paid social media specialists to optimise client campaigns using the ad:s technology.

In his previous role at Meta-owned Facebook, Tinnelly developed strategies and drove sales for the real money gaming vertical globally and worked with some of the world’s largest betting companies during his seven years with the company.

His role involved helping gaming companies build their brands, acquire new customers, expand into new markets and navigate regulatory change in the industry.

Sportradar said Tinnelly’s appointment follows new hires across several of the company’s marketing functions, including paid search, affiliate marketing and connected TV opportunities.

Rainer Geier, chief product officer for sports entertainment at Sportradar, said: “From his senior role at Facebook, Brendan is a well-known figure in the iGaming industry and we’re thrilled to have him onboard as we continue to evolve our ad:s offering, combining proprietary and gaming-specific technology, with the best strategic and executional talent in the sector.

“Brendan’s hire sends a strong signal about the level of our ambition,” Geier concluded. 

Tinnelly added: “I have seen first-hand the transformative impact paid social can have for sports betting operators, many of whom are increasingly shifting their marketing budgets into the channel. 

“Through ad:s; our leading betting-focused marketing solutions technology, Sportradar can help sportsbooks across the world achieve strong ROI for their businesses by driving meaningful fan engagement.”

Other major hires at Sportradar over the last two months have included Rima Hyder, former SVP of investor and media relations at financial information provider FactSet as its new head of investor relations, ex-NCAA risk specialist Jim Brown as head of integrity services and harm prevention in North America, and Bloomberg veteran Andrew Bimson as COO for North America.

When announcing Sportradar’s Q3 2021 financial results, CEO Carsten Koerl said the US had become the primary area of focus for strategic growth as the firm looks to significantly increase an overall revenue contribution of just 7% from the country.

About the author

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Conor Mulheir

Conor entered the gaming industry in 2018 producing high-level live event content for audiences in London, Amsterdam and São Paulo. From 2020, he went on to report news and commission exclusive content for various gaming media brands before joining iGaming NEXT as editor in January 2022.

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