The popularity of brand ambassadors seems to ebb and flow in the gambling industry, but when the right brand gets the right person to step forward, it’s a special kind of magic. Parimatch pulled that off when Conor McGregor stepped up for them, and Tamara Babits, Deputy CMO of Parimatch, joined our Becky Liggero Fontana to discuss how other brands could pull off their own sponsorship deals.

An important thing for any brand to understand before signing an ambassador is to know what their customers want from a brand, but that takes work. “It means that you do surveys, you do researches, you do some focus group, and based on some of the data that you’re assuming, you’re asking, ‘What do you prefer on, what do you watch while you’re watching TV or sports channels, remember when you’ve been the child. which you have?’” Babits told us. “So this is one of this step, the kind of research you should do. And the second is, accordingly of course you’re a marketing strategy, and your brand identity itself, and the culture thing. In Parimatch itself, because we rebrand in 2019, we decided to rebrand and giving such a fresh coloring, which is electric yellow, and through our strategy, we found out that on these days, we have to speak with the male audience, no sexism here, it’s based on the pure facts here that in CES regions, mostly it’s a male oriented business.”

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But while knowing your customers might just be hard work, signing a megastar to a sponsorship deal might seem tricky. For that too, Babits advised that hard work can pay off. “First of all, what I’m usually doing, before we are contacting the ambassador and manager, we try to get connected, you know, and make some deep researches as well. Because there are some really basic facts which is, if it’s a religion might be some of the thoughts, you know, we do researches before we are directly communicate to get to know how is the mind, like are they are okay with betting?”