Former Bleacher Report CEO Howard Mittman is set to take over 888’s US operations after being appointed to the role of president of 888 US.

In the new role, Mittman will take responsibility for all the operator’s US operations, including its strategic partnership with Authentic Brands Group (ABG) – the brand development, marketing and entertainment firm which owns the Sports Illustrated media and publishing brand.

Mittman brings more than 20 years of experience in the digital and media industries to the role. He most recently served as CEO of digital sports brand Bleacher Report, having previously held the role of CMO and chief revenue officer at the firm.

Previously in his career, Mittman held leadership roles including chief business officer of Conde Nast and chief revenue officer of both Wired and GQ.

During his time at Bleacher Report, Mittman oversaw a period of growth between 2017 and 2020 which saw the business report successive years of record revenue, which positioned BR as the most engaged-with sports media brand across social media in 2019.

He also oversaw the launch of Bleacher Report’s sports betting news and content portal, B/R Betting, in addition to the opening of a Las Vegas-based content studio and delivering on large-scale content, experience and brand partnerships with several betting operators.

888 CEO Itai Pazner: “This key appointment comes at a hugely exciting point in our long-term growth strategy in the US online betting market as we look forward to launching SI Sportsbook in multiple states.”

888 announced its strategic partnership with ABG in June last year, in an effort to expand the Sports Illustrated brand into the sports betting and gaming space.

SI Sportsbook was subsequently released in Colorado in September, with additional state launches planned for the brand over the coming months.

Mittman will spearhead the roll out of the brand in further states, as well as taking responsibility for 888’s B2B partnerships in the US, including with the operator’s World Series of Poker portfolio.

“We are delighted to announce the appointment of Howard as our new president of 888 US,” said 888 CEO Itai Pazner. 

“This key appointment comes at a hugely exciting point in our long-term growth strategy in the US online betting market as we look forward to launching SI Sportsbook in multiple states in the coming months and years.

“We have established a platform for strong growth in the US through our world-class technology and operational expertise, with the Sports Illustrated brand, and the appointment of Howard, which will enable us to maximise the potential of this unique combination to further grow a profitable business in the US.”

Mittman, incoming president of 888 US, added: “I am thrilled to be joining one of the online betting industry’s most respected and successful businesses. 

“888 has an outstanding reputation for innovation, product leadership, and customer-centricity. I have been hugely impressed by the people I’ve met within the business, particularly their passion for product and the customer experience, and I share their excitement about the significant opportunities ahead.

“The partnership with ABG and Sports Illustrated gives us a unique opportunity to deliver world-class betting and gaming products as part of a fully integrated experience with a leading sports media brand,” he added.