Facebook has kicked off 2019 by restructuring its global sports division and appointing former NBA executive Dan Reed as Vice President of Global Sports/Media Partnerships.

The site has previously revealed intentions to foster exclusive sports partnerships and content, seemingly buoyed by the rise in sports betting in the US following the repeal of PASPA.

This enhanced sports focus can only be a good thing for marketers and affiliates who use Facebook as a revenue stream. And for those who have previously neglected using the social media giant for promotional use, now might be a good time to shift attention and increase the sporting profile.

Moving forward, Reed will be tasked with accelerating Facebook’s global sports proposition and strategy, overseeing the development of key sports accounts, whilst further securing new sports media partnerships for Facebook’s key markets.

Reed will be supported by former Eurosport Chief Executive Peter Hutton who joined the tech behemoth in March of last year as Director of Sports Programming and Live Partnerships for EMEA, Latin America and APAC regions.

Facebook’s North American sports development will be led by former Instagram executive Brandon Gayle, serving as Director of Sports Partnerships and Solutions.

During the course of 2018, Facebook tested a number of new features, seeking to develop community-led social enhancements for sports viewing.

Moving into the new year, sports stakeholders will be monitoring Facebook movements closely. Yet to aggressively develop its sports profile, to date, Facebook has tested live content partnerships with the  MLS and Univision LATAM, Spain’s La Liga for India, and streaming UEFA Champions League content for US audiences in partnership with Fox Sports.