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Playmaker names Seaborn as head of partnerships for North America

| By Robert Fletcher
Digital sports media business Playmaker Capital has appointed Adam Seaborn as its new head of partnerships for North America.

In his new role, Seaborn will lead Playmaker’s current and prospective partnerships with corporate advertisers and agencies across North America, as well as help create expanded opportunities for direct campaign deals with leading brands.

This will include Seaborn leading the integrated sales efforts for Playmaker’s multi-channel portfolio of digital sports media assets in North America including Yardbarker.com, Morning Bark, Bolavip US, Daily Faceoff and The Nation Network’s portfolio of team community sites.

Seaborn joins Playmaker after a three-year spell as director sales and media operations at Canadian performance marketing agency, prior to which he also spent three years working for Canadian media business Bell Media.

His other roles included production assistant at DHX Media, the content creator now known as WildBrain, and leadership and programming director at hospitality business Kilcoo Camp.

“Playmaker is a family comprised of the best people,” Playmaker chief executive Jordan Gnat said. “Adam brings a level of passion to the work he does and the subject of sports that is very authentic and engaging. He is not just connected in the media industry, he is part of the media industry and we are excited to have him bring that expertise, passion and enthusiasm to our team.”

The appointment comes after Playmaker last month revealed that a string of acquisitions continued to drive sharp revenue growth for the business in the fourth quarter of 2021, although it reported a net loss of $3.5m (£2.7m/€3.2m) for the financial year.

Revenue reached $7.0m in the fourth quarter – up from $4.8m in the third quarter of 2021. The company’s revenue was nil in the fourth quarter of 2020, with the soft launch of its new sports betting vertical only having happened in early August 2021 in partnership with operators like BetMGM and Circa Sports.

Also last month, Playmaker strengthened its presence in Latin America after it completed the acquisition of Mexican sports platform Cracks in a deal worth up to $1.7m.

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