Sun Bets has laid down a marker in its bid to become a major player in the UK gambling market after former William Hill executive Jamie Hart was brought in to lead it.

The new operator, which is set to launch ahead of the 2016-17 Premier League football season in August, is a joint venture between media company News UK – owner of the Sun newspaper - and Australian gaming group Tabcorp.

Hart, who was formerly director of innovation and customer experience at Hills, will report to Tabcorp’s chief operating officer of wagering and media, Craig Nugent.

Tabcorp said Hart, who has been appointed executive director of Sun Bets, bought a “wealth of wagering and gaming experience” to the business.

Tabcorp announced late last year it was launching into the British and Irish markets after signing its partnership deal with News Corp’s British arm. At the time, News UK’s Helen Collier told TotallyGaming.com that it wants the sportsbook to become a “household name” in the UK.

TotallyGaming.com says: “Sun Bets has plenty going for it, most notably the Sun brand’s reach as the UK’s most popular newspaper, and this appointment shows it means business.”