SBC Media announces editorial leadership changes and strengthens team
Two senior appointments reshape editorial strategy and client content for 2027
Key Takeaways
- SBC Media announced on 28 October 2026 that Martyn Elliott is its new Managing Editor.
- Luke Massey returns to SBC Media as Media Director after more than four and a half years away from the group.
- Elliott will lead editorial strategy and head a team of specialist editors across the portfolio.
- Massey will oversee client content, the commercial editorial team and projects under SBC Insights.
- Both executives will represent SBC Media at key 2027 events, including SBC Summit Europe and ICE in Barcelona.
SBC Media announced on 28 October 2026 two changes to its editorial leadership that reassign responsibilities and reinforce its commitment to independent, client-focused journalism. Martyn Elliott has taken the role of Managing Editor and Luke Massey returns to SBC Media as Media Director after more than four and a half years away from the group.
Appointments and key responsibilities
Martyn Elliott will lead SBC Media’s editorial strategy and report to the group executive team. In his new role as Managing Editor, Elliott will direct a team of specialist editors: Ted Menmuir (Editor-at-Large), Ted Orme-Claye (SBC News and Lottery Daily), Joe Streeter (iGaming Expert and SlotBeats), Lucia Gando (SBC Noticias), Leonardo Biazzi (SBC Notícias Brasil), Jyoti Rambhai (Affiliate Leaders) and Rachael Kennedy (Payment Expert). The announcement, published on 28 October 2026, emphasised the intention to maintain "authoritative, credible and independent journalism" in a media environment increasingly influenced by artificial intelligence.
"Martyn’s experience, deep understanding of our media portfolio and knowledge of the industry make him ideally suited to lead our editorial strategy," said Andrew McCarron, Managing Director of SBC.
Elliott added: "SBC Media has built a strong reputation for delivering trusted industry news, original reporting and insight from the people shaping our industry. I’m looking forward to working closely with our editors and journalists to build on that foundation, championing the expertise and editorial independence that set our brands apart." These remarks underline the focus on editorial independence and the valuation of the editorial team in the face of increasing content volume.
Return of Luke Massey and commercial responsibilities
Luke Massey rejoins SBC Media to fill the vacancy previously held by Elliott as Media Director. Massey returns from his most recent role as Senior Editor at The Sporting News and after nearly four years as Content Manager at Oddschecker, owned by FairPlay Sports Media. McCarron noted that Massey’s sector publishing experience and understanding of SBC’s audience make him a good fit for the role.
Massey will lead client content and manage a commercial editorial team made up of Craig Davies (Senior Media Manager), Charlie Horner (Key Media Account Manager), James Ross and Fernando Noodt (Media Managers). He will also have a significant role in SBC Insights, SBC Media’s research and intelligence arm, overseeing bespoke research projects and reports as well as webinars and digital conferences. Massey said: "It’s hugely exciting to be returning to SBC Media after gaining further industry experience and developing my skills. From client content and digital events to research and reports, there is a real opportunity to develop products that deliver meaningful value to our partners."
Editorial structure and product offering
The reorganisation places Elliott at the head of editorial strategy and Massey managing the intersection between commercial content, digital events and research projects. The statement explicitly identifies three areas under the new structure:
Independent editorial and branded network (led by Elliott)
Client content and commercial teams (led by Massey)
SBC Insights, delivering research, whitepapers and premium reports to clients
John Cook, Commercial Director of SBC Media, described the two appointments as a step to strengthen journalistic quality and the commercial offering: the new structure should support product development and partner relationships.
Presence at 2027 events
Both Massey and Elliott will represent SBC Media across the group’s 2027 events programme, including SBC Summit Europe, SBC Summit and, early in the year in Barcelona, ICE. Participation planning for these events forms part of Massey’s responsibilities around webinars and digital conferences.
Final observations
The move combines internal continuity with the return of externally experienced talent. The reorganisation keeps key editorial figures within the SBC ecosystem and positions the company to sustain its content, research and commercial product proposition through 2027.
Frequently Asked Questions
Who is the new Managing Editor of SBC Media and when was the appointment announced?
The new Managing Editor is Martyn Elliott and his appointment was announced on 28 October 2026. Elliott will lead the editorial strategy and manage the team of editors including Ted Menmuir, Ted Orme-Claye, Joe Streeter, Lucia Gando, Leonardo Biazzi, Jyoti Rambhai and Rachael Kennedy.
What role will Luke Massey take on after returning to SBC Media?
Luke Massey returns as Media Director and will lead client content, a commercial editorial team and SBC Insights projects. He rejoins from The Sporting News and after a period as Content Manager at Oddschecker, owned by FairPlay Sports Media.
What responsibilities will SBC Insights have under the new structure?
SBC Insights will manage research projects and premium reports, plus webinars and digital conferences. Massey will oversee the delivery of bespoke research, whitepapers and editorially relevant content for clients.
Will the new executives represent SBC Media at industry events?
Yes. Both Martyn Elliott and Luke Massey will represent SBC Media at events across 2027, including SBC Summit Europe, SBC Summit and ICE in Barcelona.
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About the author
Gonzalo Marín
Industry Deals Correspondent
Gonzalo Marín covers the corporate deal flow of gambling — operator strategy, M&A, regulated-market entries, and product launches. The reports open with the transaction, cite companies, valuations, and jurisdictions exactly as released, and keep the announcement apart from its actual effect. When a Latin American operator raises capital or a European brand lands in the region, Gonzalo Marín reports who signs, for how much, and on what terms.
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