Former Chelsea striker Didier Drogba has become the new Global Brand Ambassador of 10bet under a two-year partnership with the online sports betting operator.
Drogba will star in 10bet’s global marketing campaigns and will promote the brand in the UK and Asia. As part of his role as Global Brand Ambassador, the legendary footballer will also make special appearances at major live events.
10bet launched today its new marketing campaign featuring its new brand ambassador across all its social platforms. The ad initiative includes a video that presents Drogba in a role that he has never been seen before – as the ultimate fan of football.
Four Premier League and FA Cup titles and a Champions League trophy with Chelsea are just a few of Drogba’s many accomplishments during his illustrious football career. The former Chelsea striker, who hails from Côte d’Ivoire, was also twice named African Player of the Year.
Drogba said of his new role as 10bet’s new brand ambassador that he is excited to be partnering with the sports betting operator on its new campaign and he likes that it promotes responsible gambling.
A spokesperson for 10bet added that “Didier is one of the most successful and popular sports stars in the world” and that his multiple titles and accolades have “earned him the name ‘the ultimate big game player’, making him a natural fit for our partnership.”
A Partnership amid Political and Regulatory Pressure
News about Drogba joining 10bet’s advertising initiatives come amid growing regulatory and political pressure over English football’s ties with gambling firms. Ten of the Premier League’s 20 football clubs scored multimillion sponsorship deals with gambling operators ahead of the start of the new football season.
That has raised questions over the integrity of the sport and over whether it should be that much reliant on money from gambling organizations.
The backlash relating to football sponsorship deals reached a point that necessitated the involvement of the UK Gambling Commission. Last month, the gambling watchdog revoked the license of Russian bookmaker 1xBet over controversial and arguably illegal advertising practices.
However, the sports betting operator was at the time sponsoring three Premier League clubs. Tottenham Hotspur announced last year a long-term agreement with 1xBet, under the terms of which the bookmaker became its Official Betting Partner for Africa. Chelsea and Liverpool announced multi-year deals with 1xBet this past July.
Following the operator’s license revocation, the UK Gambling Commission urged the three football clubs to terminate their deals or otherwise face prosecution and hefty fines for promoting a company that was no longer authorized to operate in the UK.
Tottenham was the first to sever ties with 1xBet, but Chelsea and Liverpool followed suit shortly after. 1xBet itself said that it had opened investigation into the questionable advertising practices and that those should probably be blamed on its affiliate partners.
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