The gambling industry actively leverages various marketing strategies to enhance brand visibility and build trust among players. One particularly effective approach is brand ambassadorship, as nothing captures the attention of sports fans more than their favorite athlete or team.
Why Use Brand Ambassadors?
From a business perspective, there are two key reasons to collaborate with ambassadors:
- Brand Awareness – Influencers and ambassadors can introduce a brand to new audiences. Even if people are not initially customers, they learn about the brand through the public figures they follow.
- Building Trust – For well-known brands, the focus shifts toward strengthening trust. When audiences see familiar and respected personalities representing a company, it reinforces the brand’s credibility.
However, for this strategy to be effective, the ambassador’s audience must align with the brand’s target audience, and the values of both parties should resonate. When people follow trusted figures like top athletes or celebrities, they are more likely to trust the brands these personalities endorse—especially when they consistently see logos on clothing, social media posts, and other media.
Key Objectives of Brand Ambassadorship in Gambling
Companies in the gambling industry often use ambassadors for:
- Highlighting Core Values and Traditions – Ambassadors help reflect what the brand stands for.
- Improving Brand Image – Partnering with reputable figures elevates public perception.
- Community Engagement – Not all fans come from the sports world. Influencers from music, cinema, or gaming can help reach diverse communities.
- Promoting Internal Campaigns – Ambassadors can support both internal morale and external marketing efforts.
- Market Expansion and Recruitment – When entering new markets, having a local or widely recognized figure eases market penetration and recruitment efforts. It’s easier to attract talent to a brand associated with top-tier names.
Choosing the Right Ambassador
Before selecting a representative, companies must clarify their goals. Are they seeking visibility, credibility, or both? Next, it’s vital to analyze whether the ambassador’s audience matches the desired market.
It’s not enough for someone to be globally recognized. Their relevance in the specific local market matters. For example, a global superstar may have limited appeal in a new market the company is targeting. Therefore, audience research—especially via social media metrics—is crucial.
When visibility is the goal, working with influencers who have large followings is beneficial. However, for trust-building, micro-influencers or local figures with tighter community bonds may be more effective, even if their follower count is smaller. In some cases, hiring ten local micro-influencers is more impactful and cost-effective than one global celebrity.
Why Global Brands Invest in Celebrities
Big brands often sign contracts with international stars—even those whose audience might not seem directly aligned. At first glance, it may be unclear why a fast-food chain would partner with an MMA fighter or a soccer star. However, these decisions often tie into deeper brand narratives.
Some public figures have built specific personas—like being fearless, dominant, or rebellious—that align with a brand’s desired image. Partnerships like these help brands convey their message with authenticity and emotional impact.
Ambassadorship also goes beyond digital content. It offers unique fan experiences, giving audiences the chance to interact with their idols through branded activities, exclusive events, and behind-the-scenes content.
Using Ambassadorship to Promote Responsible Gambling
In recent years, brand partnerships have taken on a new role in promoting responsible gambling practices. By choosing ambassadors who share these values, brands can deliver important messages more effectively.
For example, through ambassador-led campaigns, companies can promote messages like:
- Gambling is entertainment, not a way to make money.
- Set personal financial limits.
- Take breaks and manage playtime responsibly.
- Play for fun, not out of pressure.
These messages are more likely to be received and understood when delivered by a familiar and respected face, rather than in traditional push notifications or disclaimers. The emotional connection built between ambassadors and their audiences helps break through the common psychological “blindness” many players have toward responsible gaming guidelines.
Activating the Partnership
An ambassadorship should not be limited to just one promotional video. Brands can extend this relationship in several ways:
- In-app content
- Live events
- Exclusive media interviews
- Branded challenges
- Post-event coverage
- Localized language campaigns
All of these reinforce the connection between the ambassador and the brand, generate content for media, and offer fans authentic engagement opportunities.
In summary, working with influencers and brand ambassadors in the gambling industry is a powerful tool for growing brand awareness, establishing trust, and promoting social responsibility. Success depends on aligning values, understanding the target market, and activating the partnership in a thoughtful and audience-specific manner.
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