Frankie Dettori named Stake’s first horseracing ambassador
Frankie Dettori has been appointed as the first horseracing ambassador for global betting operator Stake. The announcement follows the end of Dettori’s 40-year career as a professional jockey and marks Stake’s entry into horseracing-focused brand representation.
Dettori to lead Stake’s horseracing push
As part of his ambassadorial role, Dettori will take part in a series of fan-focused initiatives. These include exclusive fan experiences, betting content, and horseracing tips shared via Stake’s online platform. The appointment marks Stake’s first move into horseracing ambassador partnerships, highlighting the operator’s growing focus on broadening its presence in the sports betting sector.
Thrilled to be off and running with my new partners at ! 🏇
— Frankie Dettori (@FrankieDettori)
Big wins ahead – let's make this a ride to remember!
Talking about the announcement, Dettori said, “I’m really excited to be working with Stake and to be part of such a thrilling team. They’re a big name in sports and work with some of the biggest and most exciting athletes and teams, so I’m looking forward to coming on board and seeing what’s next!”
Stake expands despite regulatory challenges
Stake’s partnership with Dettori comes at a time of mixed developments for the company. In June 2024, Stake announced a partnership with responsible gambling platform BetBlocker, reinforcing its public commitment to safer gambling practices. However, more recently, the operator was ordered to exit the UK market after a promotional video featuring an adult actress displayed the Stake logo—an incident that raised regulatory concerns.
Despite the setback, Stake continues to hold significant visibility in the sports industry. The company remains the front-of-shirt sponsor for Premier League football club Everton, keeping its brand in front of a global audience during matches.
New platform
In addition to expanding its ambassador programme, Stake also launched a new platform this week called Stake Engine. The platform offers a Remote Gaming Service (RGS) tailored to iGaming developers, aiming to provide a streamlined solution for creating and delivering gaming content.
BoyleSports makes similar move ahead of Cheltenham
BoyleSports, an Irish gambling company has also strengthened its connection to horseracing by appointing Bryan Cooper as its new Horseracing Ambassador. The announcement was made ahead of the 2025 Cheltenham Festival, underlining a growing trend among bookmakers to work closely with experienced racing professionals.
