Legendary jockey Frankie Dettori is making headlines once again—this time outside the saddle—as he becomes the first-ever Horseracing Ambassador for betting platform Stake. This new role will see Dettori engage in multiple promotional activities designed to bring fans closer to the sport.
Transitioning from the Track to the Digital Stage
With a career spanning over four decades, Dettori is one of the most recognized figures in horse racing. Now, he’s embarking on a new chapter with Stake, where he’ll take part in fan engagement campaigns, share betting tips, and offer insights on racing events through the platform.
“I’m really excited to be working with Stake and to be part of such a thrilling team,” Dettori said. “They’re a big name in sports and work with some of the biggest and most exciting athletes and teams, so I’m looking forward to coming on board and seeing what’s next!”
Timing and Strategy Behind the Partnership
Dettori’s appointment follows a series of high-profile moves by Stake, including a June 2024 partnership with responsible gambling initiative BetBlocker. These efforts appear aimed at bolstering Stake’s reputation, particularly as the company continues to deal with legal and regulatory pressures.
Recently, Stake was ordered to exit the UK market following a controversy involving a promotional video featuring an adult actress alongside the Stake brand. Despite this setback, the operator remains a key sponsor for Premier League club Everton.
Expanding Stake’s Presence in iGaming
In parallel with the ambassador announcement, Stake has launched Stake Engine, its latest platform for iGaming development. The Remote Gaming Service (RGS) will allow game developers to build and integrate new products within the Stake ecosystem, expanding its tech and service offerings.
This marks a strategic shift as the company invests more heavily in original content and proprietary technology.
Competition in the Horseracing Space
Stake isn’t the only operator enhancing its horseracing profile. BoyleSports recently named jockey Bryan Cooper as its own Horseracing Ambassador ahead of the Cheltenham Festival, showing that the battle for visibility in this niche is heating up.
For Stake, bringing Frankie Dettori on board is a clear statement of intent as the brand seeks to engage a more traditional sports audience while maintaining its cutting-edge image in the broader betting world.