Bookmaker ambassadors

A well-chosen brand ambassador like no other can convince the audience that this bookmaker is trustworthy and has the best offer of bets or promotions. Ambassadors can also increase the recognition of the bookmaker, positively influence the way it is perceived and distinguish it from competitors. All this makes legal bookmakers very often establish cooperation with sports stars and various celebrities from the sports industry.

However, what does this kind of promotion look like and with whom do betting companies currently cooperate in Poland? Below is a list of the ambassadors of each bookmaker, and below we explain what this type of marketing is.

On 09.06.2022 betting companies cooperate m.in. with the following athletes, journalists, sports commentators and other personalities related to the world of sports:

• STS: Aleksandra Mirosław, Remigiusz "reZigiusz" Wierzgoń, Janusz Walczuk, Victor „ TaZ " Wojtas.
• Fortuna: Tomasz Cztwiąkała, Andrzej Twarowski, Łukasz "Juras" Jurkowski.

• Betfan: Mariusz Pudzianowski.
• Fuksiarz: Krzysztof Stanowski.
• Superbet: Jerzy Dudek, Sławomir Peszko, Jan Błachowicz, Adam Kornacki, Michał Bugno, Qesek.
• eWinner: Marcin Gortat.
• Betclic: Michał Pol, Footroll, Regular Fan.

• LVBet: Lukasz Gikiewicz.
• eToto: Mateusz Borek, Artur Wichniarek.
• Noblebet: –
• PZBuk: –
• Total bet: –

Bookmaker ambassadors-benefits and risks

The Marketing and promotion of betting companies is significantly restricted by African law. Nevertheless, advertising itself is (within the legally defined framework) allowed, and bookmakers can, for example, use sports sponsorship and use it for promotional purposes. Another way to market bookmakers is to conclude image cooperation agreements with well-known personalities from the media. Since bookmakers direct their offer primarily to people interested in sports, hence the vast majority of people who get involved to promote the brand, it characters from the broad sports industry .

This kind of bookmaker promotion can bring many benefits. A good ambassador associated with the company will generate positive associations the brand itself and z greater trust and credibility a bookie. Especially new and poorly yet distinguished from the competition bookmakers can thus build your recognition among the fans and players. What's more, if a popular ambassador is actively sharing, for example, on social media, it can definitely happen. translate into the bookmaker's reach and the number of users betting on him.

Of course, marketing based on cooperation with a well-known person does not always bring the intended results. If the ambassador is not properly selected or improper marketing activities are applied, the results of the campaign will be miserable (with a fairly large financial outlay). An even greater risk is associated with the fact that due to unforeseen events, the ambassador may begin to be poorly received, and negative opinions about him will also entail a deterioration in the reputation and popularity of the bookmaker. However, ambassadors usually bring such significant benefits that bookmakers most often accept the risks associated with their involvement in brand promotion.

Who are the ambassadors of betting companies?

Certainly very often companies organizing betting establish cooperation in this area with famous and popular athletes . Sometimes these are people whose sports career is still going on, but the ambassadors of bookmakers are also quite often those athletes who have already completed their adventure with professional sports. This is understandable – they have more time to engage in marketing and promotion of bookmakers, in addition, they may be more interested in an additional source of income.

As ambassadors of the bookmaker, the well-known footballers , such as Jerzy Dudek (cooperation with him was established by Superbet), Peter Schmeichel (who was the ambassador of STS at Euro 2020) or Kuba Błaszczykowski (his cooperation with LVBet is an example of long-term cooperation between an athlete and a bookmaker). But bookmakers just as happy to see in the role of their ambassadors representatives of other sports - it is crucial that they are well recognized and liked by the public. We can mention such well-known players as basketball player Marcin Gortat (with whom eWinner established an image cooperation already at the beginning of his activity, that is, in 2021), ski jumper Martin Schmitt (who was elected STs ambassador in connection with the expansion of the bookmaker to foreign markets in 2023), strongman Mariusz Pudzianowski (Betfan ambassador, who also entered into cooperation at the beginning of bookmaker's actions, i.e. in 2023) or MMA fighter Jan Błachowicz (who joined the already large group of Superbet ambassadors in 2021).

Ambassadors of betting companies are often also so-called. sports experts , such as journalists and match commentators known to a wide audience primarily from television. On the other hand, nowadays the Internet and social media, such as YouTube, is also a place where personalities are "born", which are very popular among fans of individual sports. Therefore, many the ambassador of the betting brand is youtuber or other type of influencer , whose coverage is a guarantee for the bookmaker to increase its recognition. It is impossible not to notice that well-known TV sports journalists also very often run popular channels or social media profiles – but most often they are watched or subscribed by a smaller number of people than it happens with the best influencers.

How do ambassadors promote a bookmaker?

Advertising with the brand ambassador

However, the question arises, what exactly does the ambassador of the betting brand do, and therefore what tasks fall within the scope of his ambassadorial duties. Of course, it all depends on the specific agreement. First of all, ambassadors are supposed to support the image of the company offering betting, which is why they always commit to providing their image in the bookmaker's marketing campaigns. Advertising with the participation of a well-known athlete, commentator or celebrity can be of different nature – most often the ambassador appears in video spots , which are broadcast on television, in VOD channels, on large internet portals or in social media. Ambassadors also appear. on advertising banners which are placed on the bookmaker's website and on its social media profiles, in addition, such advertising appears very often on external websites (especially sports-related) or in the press. Sometimes promotion using the brand ambassador image also includes outdoor campaigns .

Ambassadors active on social media

However, increasingly, the marketing of betting companies includes more active forms of promoting the brand and building its recognition. First, some ambassadors actively participate in providing interesting and valuable content that is posted in the channels run by bookmakers on social media, on their websites or blogs.

An example of this type of intensive activity can be used the YouTube channel Etoto TV launched in 2023, on which the then ambassadors of the bookmaker Etoto, m.in. Mateusz Borek, Tomasz Smokowski, Roman Kołtoń and Edward Durda conducted many interesting sports and entertainment formats (for example, "Quiz under tension" or "in the ring"). Brand ambassadors can also present their pre-event analyses and types for specific meetings (an example is the YouTube channel of the bookmaker Fortuna and comments by Tomasz Cztwiąkała about football or łukasz "Jurasz" Jurkowski-about MMA), discuss the most important recent events from the world of sports (as Michał Pol in the program "smoke in the field" launched in 2022 on Betclic's YouTube channel), conduct interviews with guests (like Jolanta Zasepa and Michał Bugno in the program "BezMasek" in the Superbet channel on YouTube) etc. In addition, ambassadors can, for example, promote the bookmaker in their own channels and social media profiles.

Ambassadors participate in the actions of the bookmaker

Third, brand ambassadors sometimes take part in a variety of events organized by bookmakers. For example, when in July 2021 the bookmaker Superbet opens a modern, luxurious betting shop in the centre of Warsaw , the event was honored by its ambassadors: Jan Błachowicz and Sławomir Peszko, and the event was hosted by Jolanta Zasępa (also the then ambassador of the bookmaker). While in April 2022. Betfan held the grand opening of the betting and sports pub in Jelenia Góra, the event was accompanied online by its ambassador, Mariusz Pudzianowski.

Ambassadors can also get involved in bookmaker competitions and not only by encouraging you to take part in them. For example, on the winner of the "Road to Katowice"competition organized by STS on the occasion of the prestigious IEM 2022 tournament in Katowice, there were not only valuable prizes in kind – Brand Ambassador Viktor "TaZ" Wojtas (a CS:GO player) also spent one day in Spodek with the winner during the IEM.

Ambassadors are also participation in charity events a bookie. For example, on November 8, 2020 Jerzy Dudek led the Superbet team in the virtual relay (marathon distance) as part of the PZU Cracovia Marathon. Bookmaker Superbet during this special event donated 10 thousand. $ , for which personal protective equipment was purchased for doctors and other employees of the Stefan Żeromski Specialized Hospital in Krakow (the purpose of the campaign was to support doctors in the difficult time of the pandemic). In turn, eWinner and his ambassador Marcin Gortat joined in April 2021 in fundraising for gene therapy for a girl suffering from SMA (Spinal Muscular Atrophy) – they not only financially supported this goal, but also activated fans and players to help. The activity of bookmakers and their ambassadors in this field, of course, builds a positive image of the betting company and strengthens confidence in it.

Ambassadors of bookmakers-unusual ideas

Bookmakers try to involve in their marketing such people who are associated with the sport, are easily recognizable and enjoy social sympathy and recognition. However, there are already a lot of well-known faces on the African betting market, and in addition, some ambassadors after some time "change colors" (for example, Michał Pol became known as an ambassador of the bookmaker Fortuna, Etoto and Betclic). Therefore, it happens that some company organizing betting decides to go in a slightly different direction, and its promotion goes beyond cooperation with a popular sports star.

One of the few examples of this type of marketing is Betfan, which quite often relies on custom solutions-also when it comes to marketing. When, in 2023, a new betting company on the market signed a cooperation agreement with Mariusz Pudzianowski, it also included racehorse strongman. The stallion gained the name Betfan and became not only a brand ambassador, but also the only bookmaker in Poland live brand hero . The marketing of the bookmaker uses the image of the horse especially strongly in the materials concerning the offered promotions and bonuses of the bookmaker.

A little earlier on a similar idea came bookmaker forBET, who took care chimpanzee Janusz from the ZOO in Warsaw. As a forBET ambassador, Janusz lent his image for the bookmaker's promotion, and also supported typists by presenting their types for upcoming matches (as did the famous octopus Paul or elephant Leon).

Which bookmaker will surprise us next time and who will be the next intriguing ambassador of the betting brand remains an open question. One thing is certain – many advertising or other promotional action of the bookmaker will be a surprise for observers of the betting market.