Kennedy will be based in Gibraltar and will be responsible for leading, managing and overseeing the UK-focused TalkSport Bet brand, which launched in the market late last year after being first announced in August.

Gambling Insider understands this is a joint venture and TalkSport Bet operates independently of the media station, which still has several ongoing deals with other bookmakers.

Kennedy wrote on Linkedin: “Delighted to share that I’m starting a new position as Head of TalkSport Bet! Still within the BetVictor world but leading this exciting new brand, partnered with TalkSport. Absolutely made up, can’t wait for the year ahead.” 

He has taken this position after serving as Head of Engagement UK for BetVictor for two years from November 2020 to March 2023. Kennedy will oversee managing the site's content and social media.

In January 2023, PA Betting Services and BetVictor agreed to share horseracing information and betting data from the UK, South Africa, and Japan with TalkSport Bet.

Eugene Delaney, Director at PA Betting Services, said: “We are pleased to be the chosen partner of TalkSport Bet in their newly launched sportsbook. Being a key partner of BetVictor for many years, it's exciting to see how they have diversified and continue to grow.”

With licences to broadcast the English Premier League live as well as several other major sporting leagues and events, TalkSport has played a significant role in the UK's sporting coverage for many years.

But the brand grew with the release of TalkSport Bet late last year, which saw the new betting platform combine BetVictor's software and offer fans a variety of features, bonuses, and offers.