Sam Behar has moved on from his position as Director of UK and Sponsorship at LeoVegas Group.
Making the announcement on his LinkedIn page, Behar stated that he would be stepping away as “part of a wider business transformation”, before thanking the people and partners he has worked with over the past two years.
In this role, Behar was responsible for the group’s BetMGM, LeoVegas, BetUK and Pink Casino brands in the UK market, as well as its sponsorship portfolio.
Behar said on LinkedIn: “After more than two years with BetMGM/LeoVegas, I’ll be moving on as part of a wider business transformation.
“It’s been a privilege to be part of the company’s journey during a period of growth and change, and I’m proud of the progress made and the teams I’ve worked alongside. I’m grateful for the relationships built and experiences gained, and I’m now open to exploring what’s next.”
LeoVegas was acquired by MGM Resorts International in August 2022, becoming a part of the gaming company’s digital operations while expanding its presence in Europe.
During Behar’s time at LeoVegas, the BetMGM brand launched in the UK, the Netherlands and Sweden, in addition to securing partnerships with the Premier League clubs Newcastle United, Tottenham Hotspur and Wolverhampton Wanderers.
Behar’s departure follows the President of MGM Interactive, Gary Fritz, stating during MGM Resorts’ earnings call for its Q4 2024 financial report back in February that the operator’s organic growth investments with the BetMGM brand in select markets – the UK, the Netherlands and Sweden – were “going well” so far in 2025.
However, Fritz added that adjustments to the business could occur heading into next year.
The MGM Interactive President said: “Growth is strong, and we believe the operating losses associated with the market entries are going to narrow throughout 2025, setting us up with a really strong exit rate and a meaningful opportunity for operational inflection going into ’26.”
MGM Resorts is currently scheduled to publish its financial results for the first quarter of 2025 later this month on 30 April.
