Celebrity endorsements are well-known to influence consumer behavior. This is why brands will use them to promote their image and sell their products. The gambling industry is no different.
Gambling brands use celebrities to increase brand visibility, enhance credibility, and attract customers. Celebrities, including musicians, actors, and sports legends, endorse casinos. The brands select personalities that align best with their image to attract the right audiences.
Post Malone
Post Malone is a chart-topping, globally recognized artist. He dominates the music world with music that blends genres and his charismatic presence. In August 2024, he was the face of an online gambling campaign for Hard Rock International. The goal of the campaign was to demystify the world of online gambling and sports betting. It was to present it as an accessible and inclusive experience available to all.
Post Malone’s appeal to diverse fans and ethos of inclusivity make him the perfect ambassador for brands that want to resonate with a broad audience. In the campaign, Post Malone engages with individuals from all walks of life. US online gambling is popular with a broad demographic of people today who enjoy playing casino games and betting on sports.
Conor McGregor
UFC’s former two-division champion, Conor McGregor, is influential in the world of sports betting. He was known for taking calculated risks in the octagon during his MMA career and outside of the octagon, too.
His confident approach and swagger made him a good fit for partnerships with U.S. online sports gambling brands. He shared personal stories, behind-the-scenes clips, and engaged with fans live on social media to boost interaction. His larger-than-life personality helped elevate sports gambling.
LeBron James
NBA star LeBron James is one of the highest-paid celebrities in the world and is currently endorsing sports betting platform DraftKings. The US fantasy and sports betting provider announced that he would act as a talent ambassador around American football alone. Players who are coaches aren’t allowed to discuss NBA betting.
James will help to support key football initiatives and tentpole events through content creation like weekly football picks. He has a massive reach on social media with more than 235 million followers across all social media platforms.
Drake
Canadian rapper Drake is known for placing huge bets and often shares his gambling adventures on social media. He enjoys playing online casino games like roulette. He has a partnership with gaming platform Stake that’s reportedly worth $100 million annually.
He began doing gambling streams back in 2022, and once he lost $20 million on a game of roulette. He says his biggest win ever was about $40 million in a brick-and-mortar casino. Last year, he bet $355 thousand on Mike Tyson to beat Jake Paul and lost.
Drake brings a level of cultural influence to online gambling that not many other celebrities can match. The deal includes a mix of social media promotions, fan giveaways, and live streaming of gambling sessions.
Drake’s participation in the crypto gambling space puts him at the forefront of a rapidly growing industry. However, his involvement with Stake hasn’t been without criticism. Critics feel that celebrities endorsing gambling platforms can encourage risky behavior, especially among young fans.
Ryan Seacrest
Ryan Seacrest is an Emmy-winning television host and producer. His outstanding communication abilities allow him to make a strong connection with audiences. Hosting American Idol and Wheel of Fortune has made him a name across the world. His career has been successful in radio, television, and even in personal interactions online.
Seacrest endorsed Chumba Casino, a prominent American social casino, for a year. VGW is the Australia-based online social gaming giant behind Chumba Casino. The Maryland Lottery and Gaming Control Agency has recently issued a cease-and-desist order against the casino, but this hasn’t stopped celebrities from endorsing it.
Janel Parrish, a four-time Teen Choice Award winner, urges her fans on X and Instagram to play on the platform. VGW paid Michael Phelps millions of dollars to endorse its Global Poker platform. Seacrest’s engaging personality image aligned well with Chumba’s target audience. He helped to attract a new audience and reinforce a focus on fun and entertainment.