Boyle Sports has recruited Mikael Gustavson as the company's new Creative Lead.
Having already started in his new role, Gustavson has celebrated the career step in a post on LinkedIn, calling his welcome "nothing short of amazing."
The sports betting operator's newest appointment joins just months after leaving his last position of Creative Director with The Rank Group.
Gustavsson spent five years at the UK casino and bingo operator where he led brand strategy evolutions and managed large teams of designers and copywriters.
Before that, he worked in various design roles, but has been a part of the gambling industry since 2006, when he started with the Stride Gaming Group, which was itself acquired in 2019 by Rank Group.
In recent days Gustavson has been working out of Boyle Sports' HQ in Ireland, and he has thanked the operator's Director of Brand, Gill Blake-Swift for hosting him there.
The company has undergone a branding overhaul in past months as it presses on with the $100m investment into its UK retail presence.
In September, Boyle Sports also relaunched its casino product.
Continuing to develop and market the brands of each of these verticals will certainly be in Gustavson's new remit, and his appointment shows Boyle Sports' continued dedication to growth.
The operator's CEO, Vlad Kaltenieks has previously called branding "the slowest piece of the puzzle."
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