Crypto-focused betting operator Stake has recruited former Belgian football star Eden Hazard as its new World Cup marketing ambassador. The partnership will support Stake’s fan engagement and brand campaigns across digital platforms during the upcoming football season.
Hazard retired from professional football in 2023 after a distinguished career with clubs including LOSC Lille, Chelsea F.C., and Real Madrid. During his career, he won multiple domestic league titles as well as major European trophies such as the UEFA Champions League and the UEFA Europa League.
At the international level, Hazard made 126 appearances for the Belgium national football team and captained the side between 2015 and 2023, helping Belgium secure third place at the 2018 FIFA World Cup.
Targeting the 2026 World Cup Audience
The appointment comes as betting operators increasingly turn to high-profile sports ambassadors to strengthen brand visibility ahead of the 2026 FIFA World Cup, which will be hosted by the United States, Canada, and Mexico.
The 2026 edition will mark the first time the tournament expands to 48 participating teams, making it the largest World Cup in history.
Hazard’s Global Social Reach
Stake highlighted Hazard’s large international fan base as a key factor behind the partnership. The former midfielder has more than 58 million social media followers, including around 27 million on Instagram, 21 million on Facebook, and over six million on X. He is also believed to maintain a strong following on the Chinese social platform Weibo.
Stake Chief Marketing Officer Akhil Sarin said the partnership comes at a pivotal moment for global football marketing.
“With the 2026 World Cup set to be the biggest football tournament in history, this is a defining moment for fans and brands alike. Eden Hazard embodies creativity, flair and big-stage performance — qualities that resonate strongly with our global community.”
Expanding Ambassador-Led Marketing
Stake has expanded its marketing footprint in recent years through multiple sports partnerships. The operator currently collaborates with organisations such as the Ultimate Fighting Championship, Everton F.C., and the X Games.
One of the brand’s most visible partnerships is with Canadian rapper Drake, who has frequently appeared in promotional campaigns for the platform.
Hazard said the collaboration will allow him to connect with fans in new ways:
“The World Cup remains the pinnacle of our sport. I’m excited to engage with fans, share insights and celebrate the passion of football together with Stake.”
Rapid Growth of Stake
Founded in 2017, Stake has grown rapidly with its crypto-first casino and sportsbook offering. The company has recently expanded into regulated markets through acquisitions and now provides local-currency products in countries such as Italy, Denmark, Brazil, Colombia, and Peru.
Meanwhile, Easygo Group Holdings reported a net profit of A$257 million for the year ending June 30, 2025, placing it among the most profitable private companies in Australia.
