Stake is intensifying its focus on entertainment-oriented marketing to enhance its global presence. Chief Marketing Officer Akhil Sarin emphasizes that genuine partnerships and unique experiences foster deeper long-term engagement compared to conventional advertising methods.
In a recent exclusive interview with Yogonet, Sarin elaborated on the company's ambassador strategy, innovative campaigns, entry into new sports, the increasing influence of AI, and how Stake evaluates success in a diverse media landscape.
Stake has curated a varied ambassador lineup spanning football, combat sports, music, and action sports. When it comes to selecting ambassadors, Sarin highlights the importance of authenticity over mere audience size. He states, “While audience reach matters, authenticity is paramount. We avoid purely transactional relationships; our ambassadors must truly appreciate our product to forge credible, lasting partnerships.”
He further explains that the initial discussions with potential ambassadors often revolve around their familiarity with Stake's offerings and their understanding of the industry. “If someone lacks a genuine connection to our brand, audiences can easily discern that. The most effective partnerships feel natural because the ambassador truly believes in what we represent,” Sarin adds.
Stake's global campaign, “It's All At Stake,” and the innovative floating football match showcased different strategies. Sarin notes, “We don’t view these as distinct approaches. 'It's All At Stake' served as our flagship campaign, while activations like the floating football match extended this creative narrative and maintained engagement during the tournament.”
The campaign's theme resonated across various platforms, capturing the intensity of the global football event, the thrill of sports betting, and the inherent risks of playing football at such heights.
While the primary campaign created initial buzz, experiential activations ensured Stake remained part of the conversation throughout the event, rather than relying on a single launch moment.
The floating football match alone garnered over 200 million views in its first week. When assessing campaign success, Sarin notes, “Success metrics vary based on the channel and campaign goals. Each platform has distinct KPIs, so we don’t evaluate every activation uniformly.”
For events like the floating football match, Stake analyzed total reach and efficiency, particularly CPM, to gauge the effectiveness of impressions relative to production and distribution costs. More generally, the focus is on whether a campaign meets its specific objectives on each platform rather than adhering to a one-size-fits-all metric.
With numerous brands vying for attention during major sporting events, Stake differentiates itself by crafting campaigns that resonate with audiences. “Rather than pushing betting messages, we aim to create content that people genuinely want to watch and share. The floating football match was memorable not for promoting a sportsbook, but for its entertainment value,” Sarin explains.
Additionally, Stake encourages its ambassadors to engage in unexpected ways, whether it be Eden Hazard stepping out of his usual persona or other creators participating in unique concepts. Such moments spark conversations and enhance cultural relevance, providing a stronger opportunity to stand out than relying on traditional advertising methods.
Stake has also ventured into action sports through collaborations with X Games, Street League Skateboarding, and Nyjah Huston. Sarin notes that emerging sports are integral to their long-term marketing strategy, as today’s niche audiences often evolve into tomorrow’s mainstream demographics.