Former Accenture and BCG executive steps in to lead strategic planning and support the long-term expansion of the local operation
Entain, the FTSE-listed British sports betting and entertainment giant and one of the world’s largest gaming operators, has officially announced the appointment of Sérgio Buono as its new Head of Market Strategy in Brazil.
In the Brazilian market, Entain’s core commercial operations are driven by Sportingbet, one of the jurisdiction’s premier online sports betting and entertainment brands.
Buono will be responsible for leading the company’s strategic planning efforts, with a sharp focus on business growth and the deployment of key operational initiatives.
His role will involve direct cross-functional collaboration with core divisions, including Marketing, CRM, Product, and Technology, providing data-driven insight to support decision-making and align local execution with Entain’s long-term global corporate goals.
Strategic background in Business Transformation
Prior to joining Entain, the executive served as a Principal Director at Accenture Strategy and a Project Leader at the Boston Consulting Group (BCG).
Throughout his consulting career, Buono has accumulated extensive expertise in corporate strategy, business transformation, and operational development across major tier-one companies in Brazil.
This strategic executive hire comes at a critical time of maturity and professionalization for the Brazilian gaming ecosystem, which has rapidly climbed to global prominence following the comprehensive implementation of federal market regulations.
“The greatest challenge, and also the highest potential, lies in working for a global multinational with such a dominant brand in a market that remains fresh, highly competitive, and dynamic,” stated Sérgio Buono, newly appointed Head of Market Strategy.
“Entain seamlessly bridges proprietary technology, human capital, and AI capabilities at a global scale. The real opportunity here is to translate those massive global assets into tangible, sustainable growth for our local business.”
With an established international footprint across multiple regulated jurisdictions, Entain continues to scale its organizational infrastructure and strategic investments in Brazil, reinforcing the group’s long-term corporate commitment to innovation, technology, and sustainable market expansion.
