Celebrity sportsbook brand ambassadors are back in force ahead of the commencement of the NFL season. For at least three online sportsbooks in the United States, that is.
The question is whether the likes of Garth Brooks or Post Malone are enough to lure bettors to the app they promote.
Gambling companies frequently used actors and musicians to promote betting brands as the spread of legal sports wagering became a national possibility in 2018. The trend faded somewhat as industry executives called the effectiveness of these well-paid spokespersons into question, and the volume of all sports betting ads began to annoy the public and gain the attention of politicians.
Are Celebrity Sportsbook Endorsers Worth It?
A YouGov study in 2021 found that just 12% of American respondents considered celebrities effective endorsers. Globally, the figure was 9%, last among all categories polled except financial services. Even worse for gambling companies, adults aged 55 and older were twice as likely to be influenced by them as the 24-to-40 target demographic for sportsbooks.
But BetMGM continues to brandish Jamie Foxx at BetMGM, and Kevin Hart is still making his pitch for DraftKings. Both have been sportsbook endorsers for two years. Hart, through the language in the most recent Collective Bargaining Agreement with the player’s association, gained superstar LeBron James as a foil this season. James is not allowed to promote basketball products.
Gaming Today checked out some new ads from celebrity endorsers.
BetMGM Launches New Jamie Foxx Ads
Actor/comedian Foxx will be a ubiquitous presence during NFL telecasts this season, with BetMGM announcing a spate of new ads. In the first, entitled “Anthem,” Foxx personifies sports bettors’ emotional ride during a typical NFL Sunday, soothing their pain by reminding them of the MGM Resorts International rewards program and the company’s partnership with Marriott Bonvoy.
Ads, at a snappy 30 seconds, have a chance to not annoy viewers. Foxx hammers BetMGM’s legacy as the sportsbook “born in Vegas,” although it remains to be seen how that would influence potential customers in the other 37 US jurisdictions where sports betting is now legal.
The second advertisement, entitled “Second Chance,” details BetMGM’s “first touchdown” prop bet, where any losing wager will be repaid in cash if that player scores the second touchdown.
The weeks before the NFL season have been chocked with sportsbooks announcing new products, content deals, and promos to exploit the most bountiful months of the sports betting calendar.
“I always love creating fun content with my BetMGM family when football season comes around,” Foxx said. “We had a blast filming these spots and showing the swagger of BetMGM.”
In the third and final TV ad currently announced, Foxx outlines BetMGM’s $1,500 bonus offer.
“Jamie Foxx is a rare talent who can captivate an audience in any forum,” BetMGM chief revenue officer Matt Prevost said. “This campaign … taps into his confidence and range, and will both entertain and inform viewers about BetMGM’s exciting new features for football season.”
Caesars Deploys Mannings and Garth Brooks
Caesars’ 30-second spot is traditional talking-star fare, with Super Bowl-winning quarterbacks Eli and Peyton Manning parsing the high school football exploits of table guest and country music icon Garth Brooks. They even work in the sportsbook’s loyalty program. Brooks, not coincidentally, is amid a residency at The Colosseum inside Caesars Palace on the Las Vegas Strip.
Post Malone Pre-Kickoff at Hard Rock Bet
Landing a musician as a sportsbook brand ambassador seems appropriate for a company owned by Hard Rock International.
The Hollywood, Fla., company began rolling out social media hits and commercials featuring Post Malone, a nine-time Grammy nominee in recent weeks.
“It’s always a blast working with Hard Rock. It’s sports. It’s music. It’s entertainment. When Hard Rock Bet says ‘Roll With Us’ they mean it. They’re bringing everyone in. That’s what I’m all about,” Post Malone said in a release.
In a release announcing the collaboration, Hard Rock touted a plan to “rock the betting world by breaking through the exclusivity and intimidation often associated with sports betting and online gambling. In its place, Hard Rock Bet seeks to create a more invitational experience, welcoming everyone to join the fun, regardless of who they are or how they bet.”
That’s a lofty goal, but Post Malone’s work so far, specifically his social media work via Hard Rock Bet’s channels, has felt genuine and conversational, like a sports fan sharing sports fan thoughts, not like a shill.
“Our message is simple — no matter who you are or how you play, we want you to ‘Roll With Us’ at Hard Rock Bet. Just like our previous campaigns, it was important for us to have our players be able to see themselves represented in these spots, especially for those in Florida kicking off their first football season with legal sports betting and that have enthusiastically embraced our top-rated app,” Hard Rock Digital executive managing director and president Matt Primeaux said. “For a brand that lives at the intersection of sports, music, and entertainment, Post Malone was the perfect partner for our campaign, providing an authentic representation of our Hard Rock ethos.”
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