Sportsbook technology provider Altenar has appointed Mitchell Harrison as Sales Director as it looks to grow its presence across Europe and North America.
Harrison has more than two decades of experience in sales and business development, with eight years focused on the iGaming and sports betting sectors. His previous positions include roles with SBTech, DraftKings, Genius Sports, and GiG, where he worked across sportsbook technology, supplier relationships and international business development.
“Joining Altenar feels like a natural culmination of my background across the sportsbook industry, and I’m excited to be part of the team for this next phase of major growth,” said Harrison. He added that his experience working with both operators and B2B suppliers has shaped a relationship-led approach to commercial strategy, with a focus on understanding operators’ technology needs.
“Altenar’s values and mindset matched perfectly with me, particularly its focus on a sportsbook that can adapt to an operator’s brand, regulatory requirements and local player preferences,” added Harrison.
Harrison will be responsible for supporting Altenar’s expansion in key Tier-1 markets, particularly across Europe and North America.
Altenar Commercial Director Charlie Williams said Harrison’s background across sportsbook technology and commercial operations will support the company’s growth plans. “His experience across major B2C brands, alongside his work with leading B2B suppliers, gives him a strong perspective on what operators, need from their technology partners,” he said. “We are pleased to welcome Mitchell to the team and look forward to building on our commercial growth across these markets.”
The appointment comes as Altenar continues to expand its presence in regulated markets with sportsbook technology that can be tailored to operators’ brands, regulatory environments and local player preferences.