Future Anthem appoints James Kennedy as Head of Partnerships
Future Anthem has appointed James Kennedy as Head of Partnerships to strengthen its global partner ecosystem and support the adoption of its AI-driven player engagement platform, Amplifier AI.
Kennedy brings more than 15 years of commercial and brand leadership experience from roles at William Hill, BetVictor and talkSPORT BET. At talkSPORT BET, he led brand and partnership strategy in the UK market, while at BetVictor he developed creative and digital strategies across multiple customer channels.
In his new role, Kennedy will lead Future Anthem’s partnership strategy, building on existing collaborations with EveryMatrix, Braze, Moveable Ink, Bede Gaming and Stats Perform. The company said the appointment reflects its ongoing investment in leadership talent to scale AI products and broaden its position in sports, casino and lottery markets.
James Kennedy, Head of Partnerships at Future Anthem, said:
“It’s a pivotal moment to be joining Future Anthem. Amplifier AI is redefining what’s possible with real-time personalisation, helping operators, platforms and suppliers create more engaging player experiences. I look forward to working with the team to strengthen our existing partnerships and build new relationships that will expand the reach and impact of our technology across the industry.”
Ian Tibot, Chief Commercial Officer at Future Anthem, added:
“James brings deep industry expertise and a strong track record of building partnerships that deliver results. His appointment is key as we accelerate Future Anthem’s growth and expand the reach of Amplifier AI and our partner network.”
