BOS – Find a bookmaker ambassador with the right personality

Hayemaker, personality.The CEO from Argyll Entertainment, the operator behind the new BetonBrazil sportsbook, has stressed the importance of bookmakers finding the right personality to reach an extended audience.

Stuart Tilly spoke about making Alan Brazil part of the brand itself and ‘more than just an ambassador’, by using his personality to shape the design, audio content and prizes around the website.

David Haye, a former world champion boxer across two weight divisions, agreed that working with a singular personality was the best way forward for bookmakers, as players within a team sponsorship are unlikely to feel any connection with the brand.

The ‘Hayemaker’ also highlighted the importance of choosing a personality to capture the attention of the public, particularly given the emergence of exciting boxers such as Anthony Joshua. He said that betting will continue to go ‘hand in hand’ with boxing, and provide ‘extra spice’ for the sport.

Adam Roland, founder and director of sports marketing and PR company Heavyweight Sports, touched on some of the more effective ‘ambassadors’ they have worked with at Paddy Power, including Epi Taione dying his hair green for Tonga’s 2007 Rugby World Cup campaign, and Nicklas Bendtner flashing his Paddy Power branded pants after scoring for Denmark at Euro 2012.

The publicity garnered by this stunt was inflated by the personality built up by ‘Lord Bendtner’, and his status as something of a joke character in this country. However, the power of social media and subsequent interest did expose a more serious narrative in the world of football. Paddy Power was forced to pay £80,000, more than treble the fine given to the Russian FA for serious crowd violence.

Tilly, Haye and Roland were talking on the ‘Personality profile – how bookmakers use the ambassadorial role to reach an audience’ panel discussion at Betting on Sports 2016 in London. The session was moderated by Oddslife director Chris Duncan.

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