BetFIRST recruits former Kindred global sponsorship head as CMO
Benelux veteran Timothy Mastelinck joins sports betting operator to lead on marketing strategy
Belgian sportsbook operator betFIRST has hired Kindred Group’s former global head of sponsorship as its new chief marketing officer (CMO).
Timothy Mastelinck will replace previous betFIRST CMO Mark Thorne who left the company in March.
A marketing industry veteran, Mastelinck most recently worked on coordinating and promoting sustainability in Kindred Group’s global sponsorship of sports teams.
He also spent six years serving as a management consultant and head of sponsorships for the Benelux region, most notably overseeing the transition of Unibet into market leader in the Belgian market following its regulation in 2012.
In this role, Mastelinck managed strategic marketing and financial plans in the Belgium, Netherlands and DACH markets contributing to regional growth of 25% annually.
He also spent five years as a country marketing manager for the Benelux region at bwin.
In his new role as CMO, Mastelinck will be responsible for the sportsbook operator’s marketing strategy as it looks to consolidate its leading position in the country.
BetFIRST CEO Alexis Murphy hailed the appointment, citing Mastelinck’s considerable experience in the region.
“We are delighted to have recruited someone of Timothy’s calibre and experience, he will be a great asset in helping us deliver on our future growth plans,” said Murphy.
BetFIRST operates the biggest retail betting presence in Belgium with more than 700 points of sale. The company also operates an online site featuring in-play betting and horseracing.
“We share the same values and are both driven by our passion for sports whilst offering a responsible product,” said Mastelinck.
“With 13 years’ experience working in different roles in the igaming industry, I am looking forward to help grow the business both in Belgium and internationally.”