FairPlay Sports Media hires Hannah Buitekant as Chief Growth Officer

FairPlay Sports Media has appointed Hannah Buitekant as Chief Growth Officer with immediate effect, the company announced on 5 October 2026. Buitekant joins from dmg media after 12 years at the publisher, where she most recently served as Chief Commercial Digital and Strategy Officer, and will lead FairPlay’s growth and commercial execution across media partners and iGaming operators.

What Hannah Buitekant will lead at FairPlay Sports Media

Buitekant’s remit covers the commercial arm of FairPlay Sports Media: building the group’s go-to-market engine, customer success, account management and product sales capabilities. The role is explicitly tasked with supporting FairPlay’s entry into new markets, territories and sports verticals while increasing revenue from existing partnerships and operator relationships.

Her brief includes operationalising the company’s platform and product investments so they become direct revenue-generating channels. FairPlay described the remit as a mix of commercial execution and strategic expansion, with Buitekant accountable for converting platform and product development into measurable growth outcomes for media partners and iGaming operators.

Background: dmg media career and sector experience

Buitekant spent 12 years at multi-channel publisher dmg media, rising to the role of Chief Commercial Digital and Strategy Officer. FairPlay noted she brings close to 20 years of experience building digital businesses, leading commercial transformation, and developing strategic partnerships across media and technology.

Her tenure at dmg media included responsibilities across digital commercial strategy and audience monetisation, areas the appointment suggests FairPlay expects to leverage as it scales its AI-enabled product offer. The company described her as experienced in performing in evolving markets and in finding new engagement and partnership opportunities.

Strategy and product priorities she set out

Buitekant framed her priorities around turning FairPlay’s technology into long-term consumer relationships and recurring revenue for partners. She said:

"What really drew me in is that FairPlay Sports Media has advanced technology and AI solutions that redefine how value flows between consumers, media and operators. These solutions aren't just transactional, they are built to keep consumers coming back, which is what drives stronger, more durable outcomes for our partners and iGaming operators."

"My priority is converting FPSM's platform and product investment into the engine that generates high-value consumer relationships, and I'm looking forward to working with the team and our partners/ customers to realise the full potential of this market-leading AI powered technology."

The statements frame product sales and customer success as closely linked: product-led retention features that increase lifetime value, supported by dedicated account management and commercial execution.

What this means for FairPlay’s commercial positioning

FairPlay positions itself as a technology and media intermediary selling solutions into publishing and operator channels. The new hire signals a push to professionalise and scale the commercial function across multiple verticals and territories.

Key operational priorities implied by the appointment include:

• formalising a go-to-market playbook for launching into new territories and sports verticals

• strengthening customer success and account management to protect and grow existing revenue

• packaging product sales around AI-driven retention and engagement capabilities

FairPlay’s public messaging highlights its AI capabilities; Buitekant’s remit links commercial teams to product development so that platform upgrades translate into sales and renewals. Media partners and operators will be the immediate commercial audience for those efforts. For media partners, FairPlay intends to present integrated propositions built on its platform; for iGaming operators the company is selling retention and monetisation tools.

Executive comment and leadership view

Group CEO Stuart Simms welcomed the appointment and framed it as a growth hire for the executive team. He said:

"Hannah is a fantastic addition to our executive team at FairPlay Sports Media. Her track record speaks for itself; she has performed in evolving markets, overcoming sector challenges to deliver consistent growth with an acute eye on finding new engagement and partnership opportunities."

Simms’ comment positions the hire as both a capability upgrade and a signal that FairPlay expects to accelerate commercial momentum off its product roadmap.

Implications for partners, operators and vendors

Media partners can expect FairPlay to push bundled commercial offers that combine audience access with AI-driven retention tools. Operators will be sold product features designed to increase repeat play and customer lifetime value.

Vendors and platform partners already working with FairPlay should anticipate a consolidation of commercial contact points: a stronger emphasis on customer success and account management, and a higher priority placed on demonstrable ROI from product integrations.

Where to watch next

The immediate indicators to track are new market launches, announced operator partnerships, and product-led case studies that demonstrate uplift in consumer retention or revenue. Observers should also watch for changes to FairPlay’s partner proposition as Buitekant operationalises the go-to-market engine.

For operators and media companies evaluating vendor partners, the appointment suggests FairPlay will accelerate sales activity and look to convert its AI powered technology into measurable commercial outcomes. Media partners can read more about partnership models in our b2b section, and operator-focused product narratives will likely intersect with the betting and sportsbook market in our sports coverage.