Flutter Entertainment head ends 11-year stay to join Better Collective
Anthony Elders leaves PokerStars as head of digital media to become affiliate’s new commercial director for paid media
Anthony Elders has left Flutter Entertainment after 11 years to join Better Collective as the affiliate’s new commercial director for paid media.
Elders has spent the past two years and 10 months as PokerStars’ head of digital media, joining in May 2021 after a little over five years with Paddy Power in several roles, including head of marketing technology and head of partnerships.
Elders first joined Betfair in August 2012 as a commercial insight analyst before working his way up the business to become head of partnerships following the merger between Paddy Power and Betfair.
Commenting on his next steps, Elders took to LinkedIn and revealed he was moving to Better Collective at the end of February, while thanking those who had helped him at Flutter.
He said: “After 11 thoroughly enjoyable years I’m moving on from Flutter Entertainment. I’ve been lucky enough to work across multiple channels and brands and work with some incredibly talented people.
“It goes without saying I’m incredibly grateful to all those who have managed me over the years and also those I have been lucky enough to manage within teams.
“In terms of what’s next I’m excited to announce I will be starting next week as commercial director – paid media for Better Collective.
“Looking forward to getting stuck into a new challenge for an exciting business with massive potential.”
Elders new firm, Better Collective, recently made a string of hires including Guy Harding as new senior director for group media partnerships growth and promoting Isabel Hale from director of commercial to director of sales for Europe, growth and esports.
The Danish firm also completed the cash-plus-stock deal for media group Playmaker Capital at the start of February.
Elsewhere, Flutter announced last week it had expanded its 14-year relationship with French horseracing operator PMU, which will see the firm use Flutter’s in-house sportsbook platform.
Flutter was also listed on the New York Stock Exchange at the end of January, in turn removing itself from Euronext Dublin while retaining its position on the London Stock Exchange.
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