The Sports Betting Alliance (SBA) is entering a new phase of leadership as Joe Maloney steps in as president and CEO. Maloney, who previously served as Senior Vice President of Strategic Communications at the American Gaming Association (AGA), brings years of experience across sports, gaming, and technology. The transition accompanies an important moment for the SBA, which represents major online betting operators including Bet365, BetMGM, DraftKings, Fanatics, and FanDuel.
Maloney succeeds Jeremy Kudon, who will remain with the alliance by shifting to the chairman role. Kudon spent eight years guiding the group’s expansion and legislative outreach. He will now oversee national strategy and continue leading the organization’s work on state-level policy efforts across the country.
Kudon praised Maloney’s arrival in a press release, stating, “We are thrilled to welcome Joe as President of the Sports Betting Alliance. His deep understanding of gaming policy, proven leadership in public affairs, and established relationships make him an ideal leader during this crucial time for our industry.”
The SBA said Maloney will be responsible for overseeing advocacy efforts, communications, strategic initiatives, and the coalition’s relationships with regulators, lawmakers, and industry partners. The organization emphasized that its goal remains keeping online sports betting and iGaming markets transparent, responsibly operated, and positioned to counter illegal operators.
Maloney’s Background and Industry Experience
Maloney arrives at the SBA with a resume that spans multiple corners of the gaming and sports sector. At the AGA, he played a key role in shaping public messaging around legal, regulated gaming and helped launch “Play Smart from the Start,” a responsible gaming platform designed to promote education and transparency.
His earlier experience includes serving as Vice President of Public Affairs for the Washington Commanders, where he worked on policy and corporate matters such as market access for legal sports betting and the football team’s stadium search. Before that, he advised companies and trade groups across technology, gaming, and hospitality while at LSG. His career began on Capitol Hill.
Reflecting on his appointment, Maloney said, “I’m honored to step into this role with the Sports Betting Alliance during such a critical moment for the industry. Legal, regulated sports betting and iGaming are delivering meaningful consumer protections, enhanced integrity monitoring, and economic benefits to states, bringing activity once confined to the shadows into the light. I look forward to working with stakeholders throughout the country to continue strengthening the industry and ensuring its long-term success.”
Industry Context and Organizational Dynamics
Maloney’s move comes amid a period of tension and change within the national gaming landscape. Several SBA members—FanDuel, DraftKings, and Fanatics—recently exited the AGA over conflicting views on prediction markets. Fanatics has already launched its product, while FanDuel and DraftKings plan to introduce their versions soon. The AGA has been critical of prediction markets, questioning whether such products fall outside traditional state regulatory structures.
The SBA itself does not have a unified position on prediction markets. Three members—FanDuel, DraftKings, and Fanatics—are active or preparing to enter the space, while BetMGM opposes the model. Bet365 has not publicly stated its stance. This diversity of viewpoints creates a unique environment for Maloney as he steps into leadership.
Meanwhile, momentum for expanding legalized online gambling has slowed. The industry continues to focus on potential opportunities in major markets such as Texas and California, as well as efforts to introduce online casino legislation in additional states. Public skepticism and media scrutiny of sports betting have also added challenges that the SBA aims to address through advocacy and communication.
As he moves into the role, Maloney inherits a coalition navigating both internal differences and broader policy debates, while Kudon’s continued involvement as chairman provides continuity for the organization’s long-term legislative strategy.
