As a result of a new marketing strategy, online betting company Betfair has let its two year sponsorship of FC Barcelona expire.
The marketing move will see Betfair move more toward an individual sponsorship as four "brand ambassadors" are being brought on board to promote the company. The brand ambassadors are English cricket player Michael Vaughan, British Horse trainer Paul Nicholls, former soccer player Lee Dixon, and former rugby player Will Greenwood.
The group of four players will be the new faces of Betfair, with ad campaigns featuring the professionals sharing advice, opinions and generating video content in addition to generating podcasts. The change in strategy comes shortly after Alasdair Wright joined Betfair and took over responsibility of Customer Marketing and Loyalty.
A Betfair spokesman who is familiar with the change in marketing strategy said, "Betfair is evolving the way we leverage our sponsorship assets to prioritise social platforms, and help build engagement with existing and (potential) customers,"
Although the change in marketing strategy may be a strong step in a new direction, Betfair will still maintain its status as the official betting partner of the Manchester United Football Club.