Why do athletes market gambling so often?

Since the GlüStV 2021 came into force the advertisements measures for games of chance in Germany have increased. Celebrities, especially athletes are often used to promote gambling. Even on international level, gambling providers prefer to use personalities from the sports industry in their advertising. Why is that so?

When we talk about advertisements for sports betting, online casinos or poker, many persons interested in gambling often think of at least one German celebrity or athlete who advertises gambling or has done so in the past.

For a long time, Oliver Kahn was the face of Tipico, Lukas Podolski had collaborated with XTiP and Boris Becker was a PokerStars promoter. Bastian Schweinsteiger was even the image ambassador for slot machines, i.e., for the Association of German slot machine industry, (Die Deutsche Automatenwirtschaft e.V. (DAW). This had received harsh criticism in the media.

There are various reasons why athletes keep doing advertisements for gambling or somehow getting involved in this industry. The factors “success” and “fairness” play a large role. These are associated with the individual (prominent athletes are generally successful anyway and the sport (sports is fair or at least it should be). These positive qualities are then transferred to the advertised products.

Success, fairness, seriousness, gambling affinity: there are many reasons why athletes offer to be brand ambassadors

It is already very conspicuous that it is mainly athletes who advertise gambling. In Germany footballers are the most sought after. The focus on football is without doubt due to the fact that it is the Germans’ most popular sport. Stars and young stars are still quite popular and their have a potentially large advertising impact.

Sports betting and sports are closely affiliated.

Of course, there is a potentially strong athlete advertising impact when it comes to sports betting. In the case of footballers who promote these types of services, there is a strong connection. This provides the possibility of a contextually suitable authentic presentation of the advertisement messages. There is also a definite connection between football and betting on football. The relevant effects are further strengthened by the general increase in normalisation of gambling.

Many can identify themselves with athletes

However, athletes can also be highly useful advertisement characters even when it comes to casino games or poker. All games of chance and the relevant advertising measures benefit from the fact, that many people identify themselves with sports stars. They also want to become successful like them and/or even adore the personalities.

The success which these sports personalities enjoy, as well as the aura and the status of the stars are in some ways transferred to the respective gambling service. The persuasion formula which is attained by this combination and though it might seem dull, but it always functions, can be described as follows: “the successful athlete which I like advertises something which can also make me (money wise) successful – I should try that”

Conveying fairness and seriousness

Famous athletes can – like no other celebrity groups – convey fairness and seriousness. Both are of course extremely important factors in games of chance. Nearly all players or sports bettors initially look at whether these criteria are fulfilled when it comes to the relevant services which they want to make use of. Thus, for the gambling operators it is extremely practical if their brand ambassadors emit these values. Und that is normally the case with athletes.

For one thing the sports persons connote that the respective service is serious simply by the fact that they advertise for a bookie or an online casino. At the end of the day, they would not jeopardize their name and reputation by collaborating with a company which is not serious. On the other hand, in sport, it is always fair – many people link fairness and sports automatically. That alone is enough to also promote the respective games of chance as being fair. If the athlete who is doing the promotion is well known for his or her respectability, the effect will once again be greater. 

International stars also advertising gambling

Of course, it is not only in Germany that stars advertise games of chance. On an international level at times, one cannot really believe who is working as a brand ambassador. Athletes are the most popular characters, but even world stars from the film industry have been used in the past.

For example, Robert De Niro, Leonardo DiCaprio, Brad Pitt, and Martin Scorsese have featured in a short advertising film for the Studio City in Macau. Poker Stars especially often makes use of advertisements with international stars: Cristiano Ronaldo, Neymar and Usain Bolt are without doubt the most famous advertising personalities on the platform. The boxing legend Mike Tyson has cooperated with Inspired Gaming since 2015. Among other adverts, the company has marketed slots with Tyson’s face. In Great Britain BGO Entertainment managed to acquire the services of Paris Hilton for several TV advertisements.

The Swedish footballer Zlatan Ibrahimović has carried advertisement exposure too far. He did not only promote the betting provider Bethard, but also entered the business with his company Unknown AB. In this connection Ibrahimović was facing massive punishments from FIFA (monetary fine and ban). According to an official statement, direct or indirect participation in betting companies is inconsistent with the ethical code of the organisation.

Conclusion

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