The race to dominate the 2026 World Cup has two distinct paths. One is on the pitch, where the best players in the world will fight for the illustrious trophy. The other is off the pitch, where the world's best former players join the marketing boardrooms.
Stake.com announced that Eden Hazard has joined its ranks as their latest brand ambassador. The Belgian legend appears to be the missing “puzzle piece” from the multi-year strategy the brand has drawn to own the conversation ahead of the first-ever 48-team World Cup.
By bringing in one of the most creative players of his generation, Stake is aiming to turn its platform into a global football entertainment hub before the kick-off in North America.
Why Does Stake Build A “World Cup Dream Team”?
Hazard is the latest addition to what the industry calls “brand ambassadors”. Stake has carefully selected legends who cover every major corner of the football world:
- Patrice Evra: The former Manchester United captain has a massive social media presence, making him a perfect fit for the UK and French markets.
- Iker Casillas: As a World Cup-winning captain, the Spanish ex-goalkeeper brings a sense of trust and legacy to the brand.
- Sergio Aguero: The former Manchester City icon is a superstar in the streaming world and a key player in the massive Latin American market.
Stake needed someone with appeal to Asian markets, and Hazard looked ideal. The Belgian was added to this mix because of his appeal to many Asian markets, especially the extremely important Chinese market. This way, Stake ensures that there is one “local hero” available everywhere, keeping its brand relevant across generations and continents.
Why Is Hazard A Digital Icon?
The value of a “brand ambassador” is measured in “reach”, and Hazard is no stranger to it. He brings a combined following of 58 million fans across Instagram, X, and Facebook. More importantly, he is one of the few Western stars with a major footprint in China. His Weibo account has nearly 4 million followers.
Stake plans to use this reach for digital campaigns that provide unique insights and behind-the-scenes content. Hazard has a laid-back reputation, with a fun approach off the pitch, and he can provide a more authentic feel.
However, the partnership isn’t stress-free for Hazard. The Belgian Gambling Commission has opened an investigation into the former footballer because Stake is not licensed in the country. The regulator wants to examine whether Hazard’s promotion of the platform could be interpreted as encouraging Belgian bettors to access the site.
If the Authority concludes that the advertising targets Belgian punters, the former player could face legal consequences. So far, the available material suggests that Hazard is a “global ambassador”. The Belgian on his Instagram profile notes that Stake is unavailable in Belgium and in Spain, where he currently lives.
What Is The 2026 World Cup Goal?
The 2026 World Cup will become the most-watched event in history, and Stake’s strategy is innovative, away from traditional advertising. The idea is to use the ambassadors for interactive challenges and experiences.
The goal is to make the bettors feel more part of a “community” during the tournament, rather than expecting free bets and bet credits. The rewards will be there, of course, but Stake wants to capitalize on the “pure joy of football” within the community, as a key to winning the biggest marketing war in the history of sports betting.
