The UK Tote Group has made another shakeup to its leadership team, appointing Eugene Delaney as its B2B Chief Commercial Officer and promoting Paddy Desmond to Group Chief Operating Officer.

Delaney joins from advertising firm Make Agency, a business where he spent nine years as a Non-Executive Director. He also served as the company’s COO. 

He brings more than 20 years of experience across the sport, media, horse racing, and B2B betting and data industries to the Tote.

Companies he worked for before Make Agency include Paddy Power and Racing Post owner Spotlight Sports Group.

“The Tote’s B2B potential, across international pools and the UK, is significant and there is a clear opportunity to build on what has already been achieved over the last eight years,” Delaney said.

“I’m looking forward to working with Alex, Paddy and the wider team to deepen our partnerships, sharpen how we operate and continue building long-term value for our racecourse, operator and international partners.”

Desmond’s fast rise at the Tote

Meanwhile, Desmond has now been promoted to COO after serving as the Tote’s Chief Revenue Officer for just six months.

A horse racing and betting industry veteran, Desmond spent nearly two decades across Flutter Entertainment-owned brands before joining the British Horseracing Authority (BHA) as its Strategy Consultant in 2022.

He then joined the Tote as its Strategy Consultant in 2024 and has now worked his way up the company ladder to become COO. 

His new responsibilities at the Tote will include overseeing its product, customer experience, marketing and revenue as the UK’s pool betting operator looks to grow further.

Desmond replaces Dave Hammond, who left the business back in April. 

“This is an exciting time to be leading the Tote’s consumer business,” he said. 

“We have a distinctive product, a loyal customer base and real momentum. 

“My focus will be on continuing to improve the experience we offer customers while growing the business responsibly and sustainably.”

The Tote’s leadership appointments follow the hiring of former Rank Group Chief Executive Officer, John O’Reilly, as a Non-Executive Director.

It also comes in the same week in which the UK’s Gambling Commission announced plans to implement Financial Risk Assessments (FRAs) – something which the Tote may be heavily affected by, giving its horse racing focus. 

However, this news will provide a boost for the operator as it looks to continue its growth amid the several headwinds it is currently facing in the UK and Ireland.