Exclusive: Former Bleacher Report CEO joins 888 as new US operational chief

888 has appointed former Bleacher Report CEO Howard Mittman to the newly created role of president of the 888 US business, EGR can exclusively reveal. He replaces long-standing 888 SVP of US Yaniv Sherman, who announced his departure from the London-listed operator in December 2021 after 14 years in the role. Mittman, a veteran of the media sector, spent three years as CEO of Bleacher Report, having previously served as chief marketing and revenue officer at the sports content site.

During his tenure at Bleacher Report, Mittman oversaw the launch of B/R Betting, Bleacher Report’s sports betting practice, the opening of a Las Vegas-based content studio and delivered on large-scale content, experience and brand partnerships with multiple sports betting operators. He has also held C-level roles as chief business officer and chief revenue officer at international publishing house Conde Nast, including an eight-year spell working on WIRED magazine and two years on the Gentlemen’s Quarterly (GQ) magazine. In his new role as 888 US president, Mittman will oversee all US operations including the partnership with Authentic Brands Group (ABG), 888’s partner in the US and the owners of the Sports Illustrated (SI) magazine brand. In addition to spearheading the ongoing rollout of SI Sportsbook, Mittman will be responsible for 888’s B2B partnerships in the US, including the World Series of Poker (WSOP) online poker rooms across three states, with more in the pipeline including in Michigan. 888 CEO Itai Pazner welcomed the appointment of Mittman, highlighting him as the best candidate to springboard 888’s media-centric success in the US market. “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,” Pazner explained. “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. “Howard has an exceptional track record at some of the world’s best known media brands, brings a huge amount of knowledge of the US digital landscape, has exceptionally strong relationships across the world of sports and media, and was the outstanding candidate after a thorough search,” Pazner added. 888 inked a broadbase strategic alliance with ABG in July, a deal which has seen the duo launch the SI Sportsbook in the US, beginning with Colorado but with plans to expand to other states in the immediate future. Under the terms of the deal, ABG has granted 888 an exclusive licence to use the Sports Illustrated brand and trademarks for online sports betting and igaming purposes. Exclusive advertising and editorial integration rights on selected Sports Illustrated–branded digital assets are also included in the scope of the agreement. In return, ABG will receive brand licensing and affiliate fees, as well as a minority passive interest in the 888 Holdings business, specifically relating to its US-licensed B2C activity. In addition, 888 has agreed to a minimum annual advertising commitment on certain ABG media assets. The appointment of Mittman was also praised by ABG executive vice-chairman Daniel W. Dienst, who waxed lyrical about the impact of 888’s newest recruit on the US business. “With the breadth of his media industry experience and 888’s technical capabilities, we are excited to further capitalise on the opportunity to build a differentiated wagering experience for the loyal and avid fans of sports,” he added.