Superbet Group announces a major reshuffle of its senior management team, with founder Sasha Dragic to take over as the sole CEO from January 1, 2026. Former Co-CEO Jimmy Merman will step down and rejoin the board, current Group COO Albert Simson Thorne is promoted to Deputy CEO, and International COO Eamon O'Loughlin is appointed as the new COO with an expanded role. This restructuring is seen as a "natural step" in the company's development, aimed at aligning strategy, driving business execution, and preparing for sustainable global expansion. The company recently obtained a full online gambling license in Brazil and supported new market expansion and technology investments through a €1.3 billion refinancing deal.
Details of Management Changes
Superbet founder Sasha Dragic will become the sole CEO from January 1, 2026. He founded the company in 2008, stepped down as CEO in 2019 to join the board, and returned last September as Co-CEO. Former Co-CEO Jimmy Merman will step down and rejoin the board, current Group COO Albert Simson Thorne is promoted to Deputy CEO, responsible for coordinating company strategy and business execution. International COO Eamon O'Loughlin is appointed as the new COO, with responsibilities expanded to lead group customer operations and partnerships, and continue to oversee business operations outside of Central and Eastern Europe.
Company Background and Development
Dragic states that this leadership team adjustment is a natural step in the company's development, reflecting organizational maturity and ambition. Merman took over as CEO in early 2024, succeeding Johnny Hartnett who served nearly five years and then became a non-executive director. In February this year, Superbet reached a €1.3 billion refinancing deal with Blackstone Group and HPS Investment Partners to expand into new markets and for acquisitions. The company is one of the first operators to obtain a full online gambling license in Brazil and is currently active in 12 markets, focusing on Romania, Belgium, Poland, and Serbia.
Future Planning and Market Expansion
Superbet plans to achieve sustainable global expansion through technology investments and market partnerships. Recently, it entered sponsorship agreements with Polish football clubs Jagiellonia Białystok and Arka Gdynia to expand its market share locally. Dragic emphasizes that the new management team will drive the company into the next phase of development, while Merman will continue to participate in the company's development as a consultant and board member. The company believes this restructuring will enhance financial discipline and accountability corporate culture, improve product and technology capabilities, and consolidate key market positions.
