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Who Brought The Racing Icon Onboard
Stake has signed legendary jockey Frankie Dettori as their new global ambassador. The online casino and sportsbook adds one of horse racing’s most well-known figures to a growing list of sports personalities.
Dettori brings star power that few in racing can match. Known for his flying dismounts and charismatic personality, he’s a fan favourite whose appeal extends beyond racing.
Akhil Sarin, Chief Marketing Officer at Stake, emphasised Dettori’s crossover appeal. “Frankie is one of the biggest names in horse racing history, but more importantly than that, he is also a name that transcends sport,” he said.
Why Dettori’s Signing Matters
The partnership gives Stake an authentic connection to horse racing markets worldwide. Dettori’s popularity extends to key betting regions including the UK, Italy, and the United States.
This move follows Stake’s recent challenges in the UK market. The company had regulatory issues with the UK Gambling Commission related to its white-label partner TGP Europe earlier this year.
Bringing Dettori on board could help shift focus to other markets. Stake recently bought Italian betting brand Idealbet, though they’ll need to navigate Italy’s strict gambling advertising rules first.
What Dettori Brings To The Table
The Italian rider boasts an impressive 287 Group 1 wins across a career spanning more than three decades. He’s a three-time British Flat Racing Champion (1994, 1995, 2004) and remains active on the international circuit.
His career includes one of the most iconic moments in racing history. He went through the card, and rode all 7 winners at the British Festival of Racing at Ascot in 1996.
To this day, Dettori continues to win at the highest level. He claimed his first U.S. Grade 1 victory at the Santa Anita Handicap in 2024 and scored six wins in his first two weeks racing in America.
“I am really excited to be working with Stake and to be part of such a refreshing and dynamic team,” Dettori said in a statement. “They are a hugely recognisable name within sport.”
How This Shapes Stake’s Strategy
This signing strengthens Stake’s ambassador portfolio across multiple sports. Dettori joins figures from football, MMA, and motorsport representing the brand globally.
For Stake, having recognisable faces helps build credibility in competitive betting markets. The company seems to be pursuing a multi-country approach after its UK setbacks.
Horse racing represents a natural fit for betting operators seeking loyal, engaged customers. Dettori’s popularity could help them reach both hardcore racing fans and casual bettors who recognise his name.
