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WHAT THIS IS: A breakdown of the distribution pattern behind Stake, built from public sources (listed at the end), plus a playbook to apply the same structure to a licensed iGaming or sportsbook brand. A logo on a football shirt is only the visible part. This breakdown follows the journey from a fan watching the match to a player opening the app, and back again next match week.
WHO IT'S FOR: Growth, brand and content teams at licensed iGaming and sportsbook operators studying cross-market growth.
COMPLIANCE NOTE: This is an analysis of a public marketing structure, not a recommendation to copy any brand's markets or tactics. Apply everything here only in markets where your licence allows it, to adult audiences, following each platform's gambling content and advertising rules and with responsible gambling messaging.
| Layer | What it does | What it looks like for Stake (public sources) |
|---|---|---|
| Sports properties | Puts the brand where fans already look every match week | Front-of-shirt partnership with Everton FC; title partnership of the Sauber Formula 1 team, rebranded as Stake F1 Team for the 2024 and 2025 seasons; a UFC partnership |
| Ambassadors and creators | Turn sports moments into content people share | Partnerships with Drake and UFC athletes; UFC champion Israel Adesanya was reported as Stake's first brand ambassador |
| Owned creator platform | Gives creators a place to stream and an audience to grow | Kick, the streaming platform reported to be owned by Stake's parent company Easygo; Kick also took an Everton sleeve sponsorship for 2023/24 |
| Local relevance | Makes the brand feel local in each market | Ambassadors and partners tied to specific sports cultures (for example Brazilian UFC fighters, cricket's Trinbago Knight Riders, esports' Team Vitality) |
| Distribution | Moves one moment across many platforms | Match and fight content cut into clips, previews and reactions for social platforms |
The pattern: big sports properties create attention; ambassadors and creators turn that attention into content; local partners make it relevant market by market; distribution multiplies each moment.
The idea: a sponsorship is a content source, not just a logo. Every match, race or fight is a new reason to post.
| Moment | Content it creates |
|---|---|
| Before the event | Previews, line-up talk, predictions framed as fan debate |
| During | Live reactions, short clips of key moments |
| After | Recaps, the moment everyone is talking about, fan replies |
| Between events | Behind the scenes, athlete and creator features |
Apply it to your brand
| Your sports property or partner | Events per month | Content pieces per event | Owner |
|---|---|---|---|
PART 2 - Content calendar from sports properties.
From my sponsorships and partners [paste] and the fixtures in my licensed markets for the next 4 weeks [paste], build a content calendar: for each event, the before, during and after content, the format and the owner. Follow these rules [paste compliance rules]: no guaranteed wins, no pressure, adult audiences only, required disclosures.
The idea: creators and ambassadors give the brand a human voice around the event, and their audiences carry it further than a brand account can.