Altenar names Brendon Jeacocks as South Africa regional director
Altenar has confirmed the appointment of Brendon Jeacocks as its South Africa regional director, a move that fortifies the sportsbook and iGaming software suppliers footprint on the continent. The company secured a National Manufacturer’s licence in December 2024 from the Western Cape Gambling and Racing Board, and Jeacocks will spearhead commercial expansion under that licence.
Licensing milestone underpins growth plans
licence grants Altenar the authority to distribute its sportsbook solutions to locally regulated operators. As the company transitions from licence acquisition to active deployment, Brendon will be responsible for translating global capabilities into offerings tailored for South African players. His remit includes establishing new operator relationships, refining the product suite to suit regional tastes, and ensuring compliance with domestic regulations.
Industry experience rooted in Africa
Jeacocks brings more than eight years of industry experience to Altenar. Much of that tenure was spent at the Africa-focused operator Sportpesa, where he developed a solid understanding of market dynamics across the continent. Following his time at Sportpesa, he worked as an independent consultant for South African iGaming brands, advising them on strategy, product alignment, and regulatory considerations. This blend of operator and consultancy experience positions him to navigate South Africas nuanced betting landscape.
Leadership endorsement from Altenar
Altenars executive team has voiced strong support for the new hire. We are delighted to welcome Brendon to the team as he builds our on-the-ground presence in South Africa. His expertise in the market will undoubtedly help us achieve strong growth in our first year as a licensed provider in the country, said Altenar CFO John Quaye.
Quaye added, He is well-positioned to forge partnerships and help us tailor our product to meet the regions growing demand for localised sports betting solutions.
On-the-ground presence in Cape Town
Currently based in Cape Town, Jeacocks will act as the local point of contact for Altenars partners, regulators, and other stakeholders. Proximity to the regions commercial and regulatory hubs is expected to facilitate streamlined communication and expedite project timelines.
Commenting on his new role, Jeacocks said: Im pleased to be joining Altenar at such an exciting time for the companys ambitions in Africa. Im currently based in Cape Town and will serve as the local point of contact for our operations here.
I look forward to helping to develop Altenars presence in South Africa and connecting with the rest of the industry.
Focus on localised solutions
One of Jeacockss immediate objectives is to align Altenars product roadmap with the preferences of South African bettors. Customisable front-end features, support for popular local sports, and robust risk management tools will be central to that effort. By concentrating on localised solutions, Altenar aims to distinguish itself in a market that is becoming increasingly competitive as international suppliers seek entry.
Jeacockss appointment reflects Altenars strategic intent to convert its recent licence win into sustainable market share. With an experienced regional director on the ground and executive backing from headquarters, the company is well-positioned to capitalise on growth opportunities in South Africas evolving sports betting landscape.
