Sports Betting Alliance appoints the AGA's Joe Maloney as new CEO

The Sports Betting Alliance (SBA) has announced that the SVP of Strategic Communications at the American Gaming Alliance (AGA) is to step in as its new President and CEO.

Maloney will replace Jeremy Kudon in the job, who himself moves into the role of Chairman.

The timing of this statement would not appear to be an accident and came hot on the heels of news about a new prediction market trade association.

Though three out of five members of the SBA have launched or are soon to launch a prediction market product, the SBA and the newly formed Coalition for Prediction Markets (CPM) are split clearly between those with more established sportsbook products and those without.

Joe Maloney, with his AGA credentials, is very much a figure noted for his advocacy for a regulated gambling industry and commitment toward player protection policies - the former stands directly opposed to what prediction markets represent, while the likes of Kalshi has been criticized for its approach to consumer safety.

He has delivered a statement outlining his intent at what he calls a "critical moment for the industry." Maloney claimed: "Legal, regulated sports betting and iGaming are delivering meaningful consumer protections, enhanced integrity monitoring and economic benefits to states, bringing activity once confined to the shadows into the light.

"I look forward to working with stakeholders throughout the country to continue strengthening the industry and ensuring its long-term success," he concluded.

Both the SBA and the CPM hold the position that their members should have legal accessibility to all 50 states in the US, though the finer details of their members' regulatory status within gambling means they have different interests to protect.

How much these two bodies will directly rub up against each other remains to be seen, but with so much focus on the growth of prediction markets, the policies and positions of these two trade blocs may dictate the conversation.

Jeremy Kudon, from his position as Chairman, will still be overseeing the SBA's legislative efforts across the country, and he noted this of his successor: "His deep understanding of gaming policy, proven leadership in public affairs and established relationships make him an ideal leader during this crucial time for our industry."