Sam Sadi

Sam Sadi is a highly experienced executive with over 25 years in leadership roles across the betting and sports media industries. He has served as the CEO of LiveScore Group since its foundation in October 2019, playing a pivotal role in the company's significant growth and shaping its convergence strategy to seamlessly connect sports media and betting. Under his leadership, LiveScore Group has seen its annual revenue grow from approximately £10 million to over £200 million and its employee headcount rise to 700 across several countries.

Sadi's career in the industry began in 1998 when he founded one of the world's first online sportsbooks, Beteurope.com. His early professional experiences also include revitalizing his family's textile business in Turkey in 1996, which instilled in him a leadership philosophy centered on personal engagement, transparency, and honesty. His passion for sports, combined with an inclination towards mathematics, laid the foundation for his fascination with sports betting.

Before joining LiveScore Group, Sadi held several key positions within the iGaming sector. He was the Head of Product Management at Bwin.party digital entertainment from 2003, and later served as Director Bwin Labels at Bwin.party Digital Entertainment in Gibraltar in 2014. In 2016, he assumed the role of Director of Sportsbook at Gamesys in London, followed by CEO of Sports at Gamesys from May 2019 to October 2019. He also owned and operated Business Channel from 2006 to 2008 and Sport One Online Gambling Consultancy from 2008 to 2012.

Sadi is a strong proponent of the convergence model in sports media and betting, aiming to provide a unified ecosystem for sports fans that combines news, content, and betting opportunities. He believes this strategy improves the symbiotic relationship between the two industries, replacing a fragmented experience with a single seamless one. He has spoken extensively about the challenges and opportunities within the industry, including the impact of overregulation and the growing demand for personalized sports content, even considering generative AI to meet user needs.