Living up to its outsider status and perhaps looking to create a new status quo for social media when it comes to sports betting, Australian-based PointsBet tapped former Facebook and Netflix executive Kyle Christensen as its U.S. chief marketing officer on Tuesday.
Christensen has nearly 20 years of marketing experience and had been serving as the head of brand and consumer marketing for Facebook in the United States since February 2020, as part of an overall three-year stint at the company. He directed the social media titan’s first brand marketing campaign, “More Together,” which launched in 2019 to promote how people from different backgrounds can come together through different shared experiences on Facebook Groups.
The campaign was highlighted by an ad aired during Super Bowl LIV that featured comedian Chris Rock and actor Sylvester Stallone. Christensen will oversee PointsBet’s overall marketing strategy to attempt to gain market share in a rapidly growing U.S. market in which sports wagering is live in 27 states, as well as Puerto Rico and the District of Columbia.
“What an amazing time to be joining the PointsBet team,” Christensen said in a statement released by the sportsbook operator. “The sports betting industry is growing exponentially and innovating every day, reminding me of the early days of the ‘streaming wars.’
“PointsBet’s unique offering, a premium experience delivered to discerning customers, is a story I’m looking forward to sharing. Thrilled to be on a team of professionals ready and willing to challenge conventional wisdom, shake up the status quo, and elevate the sports betting industry. It truly is a marketer’s dream.”
Christensen helped launch ‘Narcos’ at Netflix
Prior to arriving at Facebook, Christensen was vice president of marketing for National Geographic TV and served as global creative marketing manager at Netflix in which he oversaw the launch of Narcos, which was nominated for a Golden Globe Award in 2016 for Best Television Series, and Marvel Intellectual Property shows.
“PointsBet continues to hire the best talent in the world,” CEO Johnny Aitken said. “Our company’s growth trajectory is exciting, and Kyle is going to help take us to the next level. As our business evolves and in-game betting continues to be an ever more important aspect of the premium experience we offer, upping our game and reaching our customers where they are is critical. I couldn’t be more excited to welcome Kyle to our team and can’t wait to see what we build together.”
The Australian-based sportsbook has actively signed top-tier athletes to be brand spokespeople for its United States ad campaigns, with former New Orleans Saints quarterback, Super Bowl winner, and current Sunday Night Football studio analyst Drew Brees currently its most visible spokesperson for the NFL season.
Other high-profile athletes for PointsBet’s U.S. marketing include former NBA point guard Allen Iverson and NFL cornerback Darrelle Revis, while Shaquille O’Neal fronts their Australian ad campaign. On the social media side, former pro golfer Paige Spiranac has nearly 3.7 million followers on Instagram and Twitter combined.