Sky Bet CCO Confirms Departure Amid Flutter UKI Restructuring

Steve Birch has confirmed he is to step down from the position of Chief Commercial Officer (CCO) at Sky Betting and Gaming, Sky Gaming and Tombola at the end of this year, amid a consolidation of parent company Flutter Entertainment’s UK and Ireland (UKI) operations.

This follows the appointment of former Tombola Managing Director Ben Reilly as Flutter UKI’s CCO in June, when Birch and Paddy Power CCO David Newton were reported as being set to leave by the end of the year.

End of an era

This brings an end to an 18-year stint at the company for Birch, who was previously CEO of Sky Bet, where he first joined as a Marketing Analyst in 2007. After being promoted to several different roles within the business, Birch became Commercial Director, before moving up to Managing Director of Sky Bet UK in 2018, in the same year Sky Bet was bought by The Stars Group for $4.7 billion (c. £3.5 billion).

In 2020, Stars Group completed a merger with Flutter Entertainment, owner of Paddy Power and Betfair, in a deal valuing the group at $6 billion, and in September of that year, Birch was appointed as CEO of Sky Bet. Birch held the position until 2022, when his role changed to COO. Birch moved into his current position in September 2024.

Confirming the news on his LinkedIn page, Birch said:

“It wasn't an easy decision, it’s been something I have loved being part of. I’ve worked with amazing people, learnt lots and had some incredible experiences, but it felt the time was right for a new challenge.

“I count myself lucky to have walked into SBG 18 years ago for my first ‘proper job’. The culture, calibre of people and focus on customers whilst having fun made it an amazing place. Thanks to Richard Flint [former Sky Bet CEO] for setting the course and for all the time you gave to support me (and still give!).”

Company restructure

Birch’s exit is the latest stage in a period of restructuring for Flutter’s international business. In November 2024, Flutter announced it was creating a two-divisional organisational design made up of its US operations and its operations across the rest of the world. Flutter International consists of five regions, including the UKI division.

In June, Flutter announced it was working with colleagues to look into redeployment, with reports suggesting more than 200 jobs in the UK and Ireland were set to be cut. A vast majority of the cuts were expected to be made at Flutter’s tech and product team based in Leeds; the same base where Sky Bet is headquartered.

Costs going up

For 2024, Flutter UKI generated revenue of $3.6 billion, up from $3.04 billion for 2023. However, regulatory costs are rising, and are set to rise further with the introduction of tax increases across the next couple of years.

In the November Budget, Chancellor Rachel Reeves announced remote gaming duty, paid on gross profit from online casino betting, will rise from 21% to 40% in April 2026. A further tax increase will be introduced in April 2027, when general duty paid on gross profit from online sports betting will go up from 15% to 25%.

Prior to the Budget being announced, reports surfaced suggesting Flutter UKI’s retail division will feel the pinch, with staff being told 57 betting shops across the UK and Ireland will be closed, putting up to 257 jobs at risk. However, Flutter also said it could benefit from the consolidation of share among sub-scale operators over time” as a result of the squeeze it could put on smaller operators.