Nieboer will spearhead an expansion of its operations in America, Europe and Asia.
The internet betting firm has created the board-level position following the departure of marketing director Kevin Dale in March 2001.
Nieboer has been head of relaunch at Camelot since being seconded from its advertising agency WCRS. He presided over the advertising strategy for the lottery operator's licence bid and was tipped to pick up the vacant marketing director's job.
Camelot continues to search externally and internally to fill the position. Internal contenders include US consultant Mike Ludy, who headed the development of the Instants game, and director of new business development Warren Murphy.
Sportingbet has tapped into the explosion in online betting. Launched in 1998, it has a turnover of more than £1bn.
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