New Bally’s boss seeks to import British betting ideas

Lee Fenton, the recently appointed Chief Executive Officer of Bally’s Corporation, learned a thing or two about sports betting promotion growing up and working in the UK. Fenton, who secured the top job at Bally’s following its $2.7bn merger with his UK-based Gamesys Group, is a fan of the Sky Sports show, Soccer Saturday. Lasting all afternoon, the show consists of a charismatic host and four ex-player pundits simply chatting about games. Hugely popular, the show sits perfectly alongside the heavily promoted SkyBet app, and the synergies are clear for all to see as a role model for promoting sports betting in the US.