SBC News Voice of the Sports Betting Industry
Betting and igaming platform Stake has named Frankie Dettori, a star of Italian horse racing, as the firm’s latest brand ambassador.
Dettori is a proven global jockey talent, having won a long list of Group/Grade 1 races in countries like the UK, Germany, France, Qatar, Hong Kong, Ireland, Italy of course, the US, the UAE, and even more.
These all comprise a total of 287 Group 1 race victories, with 23 of them being in “Classic” races. His last win was as recent as March of last year, winning the Santa Anita Handicap in California.
Some of the most notable UK races within his three-decade career include lifting the British Flat Racing Champion cup three times, as well as coming on top at the 1996 Royal Ascot.
Akhil Sarin, Chief Marketing Officer at Stake, said: “Frankie is one of the biggest names in horse racing history, but more importantly than that, he is also a name that transcends sport.
“His career achievements and personality are unmatched in the racing world and we are thrilled to welcome him on to the Stake roster.”
The world-class jockey believes that joining stake will grant him the opportunity to grow racing’s global audience even more. He joins other major sporting figures from across MMA, football, and motorsport.
“I am really excited to be working with Stake and to be part of such a refreshing and dynamic team,” Detorri said. “They are a hugely recognisable name within sport and work with some of the biggest athletes and teams, so I am looking forward to coming onboard and seeing what is next!”
Shift in market focus
Stake suffered a hit to its UK operations earlier this year after the UK Gambling Commission (UKGC) locked horns with white-label licensee TGP Europe – the company operating Stake’s UK-based services.
The fallout was a direct result of an onslaught of hidden advertisements featuring the State logo in viral social media posts targeting UK consumers.
Stake later announced that it has agreed to cease all white-label agreements in place with TGP Europe, and moved its focus on other markets.
These include Dettori’s home country of Italy, where Stake acquired heritage betting brand Idealbet to strengthen its presence there. The firm needs to tread carefully however, as Italy’s gambling advertisement rules, specifically around sponsorships, remain some of the most strict across Europe.
