James Swann-Phillips is an editorial and commercial content leader with over 13 years' experience in journalism and digital marketing across sports and iGaming.
I'm here for editorial strategy commercial content B2B journalism B2C journalism sports writing iGaming writing sports betting tips SEO content affiliate content news content webinar hosting video content team building
Networker
I have a network of over 30 talented freelance writers who I can utilise to take on large-scale content projects. I also have useful contacts with video editors, social media managers, SEO specialists and PR experts so can help bring together teams that can cover every aspect of your online content production needs.
Award winner
I won Legend's 'Rocking It' award in 2022. In a vote of over 500 colleagues, I won for bringing energy to the job, giving 100% and encouraging collaboration between teams and departments.
Sports expert
With the likes of Sky Sports and UEFA Champions League magazine on my CV, I know my stuff when it comes to sport. I have particular expertise in international football such as the World Cup and European Championships, but am confident and happy covering everything from athletics to rugby league.
Content is King
What can I do for you?
My services include the following:
1. Content strategy
2. Editorial production
3. Sports betting tips
4. News writing
5. Video strategy
6. Webinar hosting
7. SEO improvements
8. Intelligence reports
Publications I have held key positions at in recent years...
More on my blog...
Find some of my written work from over the years, and more details on exactly what I can offer, here…
Examples of my work
January 10, 2026
What could I bring to your business?
January 10, 2026Ready to talk?
If you think my experience and expertise is something that could be of use to you or your organisation, please don’t hesitate to get in touch.
Testimonials
What do people say?
James is a highly competent, driven, hard-working content strategist, content storyteller and digital journalist. He is positive, a problem solver, and always bring a good sense of humour and calm to demanding projects and deadlines.
Put bluntly; James is a joy to work with. Wielding a contagious enthusiasm and passion for what he does with a deep knowledge of our industry - he is a rare and genuine force. Having collaborated and delivered a multitude of successful projects together for going on five years now, I can’t recommend James enough.
I was really glad to work closely with James, and I can say he is one of the most strategic and results-driven content leaders I’ve ever collaborated with. His ability to blend insights with engaging, high-performing content is truly impressive.
James is the ultimate team player. Not only is he a talented and dependable writer and editor, he also lifts those around him with his personality and team-first approach. An absolute pleasure to work with.
James is a consummate professional with an ability to extract the best out of those around him, he has a wealth of experience in the industry both in strategy and creation. It was a pleasure working under him as we developed a project from scratch into a product that people bought into.
James is one of the most talented professionals I have ever worked with and never ceases to amaze me with his unmatched work ethic, incredible ability to perform under pressure and magnificent intelligence. A man with stunning knowledge of media and copy writing that has always inspired me to push myself and played a major role in my current position working with some of the most esteemed newspapers, TV channels and radio stations in the UK.
James is reliable, knowledgeable and carries a wealth of experience with him, due to his many years in the gambling industry. Whether it’s sports tips or long-form written content, James can cover it all. As my manager, he was quick to pick out my strengths and point me in the right direction to help grow those skills and put them to best practice. Similarly, he would be able to pick out my flaws and guide me to making them into strengths.
James is an absolute pleasure to work with. A natural communicator with a ‘get shit done’ attitude, he’s also a lovely bloke.
I worked with James for several years in the competitive gambling niche, where he led on large and impactful content projects for our key audiences. Everything was done to a high standard, with excellent communication and collaboration with stakeholders along the way.
James is a skilled and passionate editor and writer with lots of enthusiasm and experience. As a line manager, he was thoughtful, supportive, and always available to chat. I’d happily work with him again and would highly recommend him to anyone.
I've worked with James across two different publications and always welcomed his vibrant and creative approach, which always comes with a keen eye for attention to detail. He's able to both lead projects independently, as well as work to a brief to achieve the very best results.
I had the pleasure of working with James, and I can confidently say he is one of the most knowledgeable and detail-oriented editors in the betting industry. His expertise in betting and content creation is unmatched. His professionalism, combined with his approachable and supportive nature, makes collaboration extremely productive.
About ME
Born in Taunton, Somerset, I studied English at the University of Birmingham, where I became the Sports Editor, and later overall Deputy Editor of the well-respected student newspaper Redbrick.
After graduating, I moved to London in 2012 and completed the six-month NCTJ Diploma in Multimedia Journalism at News Associates. I began my first full-time job at the Daily Mail in early 2013, editing the iPad and Android edition of the sports section, kickstarting an exciting career in the sports media.
After roles at the Metro, UEFA Champions League magazine, London Marathon Events and Daily Star, I moved to Sky Sports in 2019 to take on the position of home-page editor on their popular app and website.
But after rethinking my priorities during the lockdown of 2020, I made the move into the gambling industry, firstly with iTech Media (later known as Legend), then with the Gambling.com Group and Une Forte. In early 2025 I went freelance before taking on some fixed-term contracts at Clarion Events, working as Global Head of Commercial Content, then as a Commercial Content Consultant, on the esteemed B2B publication iGamingBusiness, and the major industry conferences ICE and iGB L!VE.
Sports is my biggest passion, but I throw myself wholeheartedly into whatever topic I am working on, and always give my all to ensure content I am responsible for is of the highest quality and perfectly tailored to the target audience.
Contact
- [email protected]
- +447906221090
Here's what I look like, just so you know I'm not an AI chatbot...
