Online betting exchange Betfair has ended its two-year sponsorship of FC Barcelona as a result of a marketing strategy review which will see four brand ambassadors brought on board.
The shift in strategy follows the appointment of Alasdair Wright two months ago who joined Betfair as Global Head of Customer Marketing and Loyalty. The brand’s marketing activity is overseen by Wright, who previously held a variety of roles at BSkyB including Head of Marketing and Strategy and prior as Head of Customer Marketing at AOL .
England cricketer Michael Vaughan, British horse trainer Paul Nicholls, former professional English footballer Lee Dixon and former England and Lions Rugby player Will Greenwood have signed up as Betfair brand ambassadors.
The quartet will front Betfair advertising which will include giving tips and opinions, monthly podcasts and video content reports Marketing Magazine.
The company will reportedly maintain its sponsorship of and remain the official betting partner of Manchester United Football Club.
“Betfair is evolving the way we leverage our sponsorship assets to prioritise social platforms, and help build engagement with existing and (potential) customers,” said a company spokesperson.