Sky Bet trading chief switches to head of PR role
Sandro di Michele tasked with raising firm's media profile as it finalises new comms team
Sky Betting & Gaming has appointed head of trading Sandro di Michele as its new head of PR as the firm looks to build its visibility in the mainstream media, eGaming Review has learned.
Di Michele, who began his new role last week, is responsible for driving coverage of the Sky Bet brand, predominantly across newspaper sports pages, as well as in politics, current affairs and show business stories on the front pages.
He will report into Sky Betting and Gaming’s brand director Rob Painter. “I’m delighted that Sandro has agreed to take up this new role at Sky Betting & Gaming,” Painter said.
“With his trading experience and creativity I’m looking forward to seeing his ideas for raising our profile,” he added.
Di Michele’s appointment completes the creation of Sky Betting & Gaming’s new communications team, which also includes head of corporate affairs Adam Smith who joined the company earlier this year from Paddy Power.
Prior to being named head of PR, Di Michele worked for more than two years as head of trading and also previously held the roles of head of football and football product manager.
He joined Sky Betting & Gaming in August 2010 from Gala Coral where he worked as a football trader following previous stints at Centrebet, Sportingbet and Eurobet.
“I’m really excited about this new opportunity and look forward to the new challenges it will bring,” di Michele said.
Sky Betting & Gaming said it had yet to appoint a new head of trading.