Frankie Dettori named as Stake brand ambassador amid shift in focus

The celebrity jockey joins the betting operator following its UK exit.

Italy.- Stake has signed up the Italian celebrity jockey Frankie Dettori as a brand ambassador. The move follows Stake’s exit from the UK in March amid an investigation by the Gambling Commission into TGP Europe, the white-label partner that held its British gambling licence. 

That controversial incident came about after the Gambling Commission looked into adverts featuring the State logo in viral social media posts aimed at UK consumers. Stake decided to end all white-label agreements with TGP Europe and to focus on other markets. In Italy, it reached a deal last year to buy Idealbet.

The latest deal suggests that Stake may also be changing its marketing approach, although it will have be careful not to fall foul of Italy’s strict ban on gambling ads and sports sponsorship. Detorri has also faced some controversy of late. He announced in March that he had filed for bankruptcy after issues with HMRC after hiring specialist advisers to take care of his family’s financial affairs.‌

Dettori is a veteran jockey, who has notched up 287 Group 1 wins, including 23 in classic races. He’s secured victories in the UK as well as in  Italy, Ireland, Germany, France, Qatar the United Arab Emirates and the US. In the UK, he won the British Flat Racing Champion cup three times and came first in the 1996 Royal Ascot. His latest victory was the Santa Anita Handicap in California last year.

Stake’s chief marketing officer Akhil Sarin, at Stake, said: “Frankie is one of the biggest names in horse racing history, but more importantly than that, he is also a name that transcends sport. His career achievements and personality are unmatched in the racing world and we are thrilled to welcome him on to the Stake roster.”

Detorri said: “I am really excited to be working with Stake and to be part of such a refreshing and dynamic team,” “They are a hugely recognisable name within sport and work with some of the biggest athletes and teams, so I am looking forward to coming onboard and seeing what is next!”