Stake has launched a new World Cup campaign featuring Sergio Agüero, Iker Casillas, Eden Hazard and Patrice Evra. The campaign, titled “This Summer, It’s All At Stake,” uses former football stars to build attention before the 2026 FIFA World Cup.
The campaign is running across YouTube, Instagram and X. It gives Stake a high-profile football push before a tournament expected to drive heavy betting interest across global markets.
Football legends lead the campaign
Agüero is one of the main faces of the campaign. The former Argentina and Manchester City striker appears with other retired footballers.
Casillas adds a World Cup-winning name after captaining Spain during its most successful international era. Hazard and Evra add more European football appeal, giving Stake a lineup known across several major betting markets.
The video places the former players in different football-themed scenes. It uses humour, tension and matchday-style moments rather than a standard betting promotion.
World Cup timing gives Stake a larger audience
The campaign arrives before the World Cup opens across the United States, Canada and Mexico. The expanded tournament will feature 48 teams and 104 matches, giving betting brands more fixtures and more promotional windows than previous editions.
For Stake, football remains a major customer acquisition channel. A campaign built around retired stars can reach fans of clubs, national teams and wider football culture, not only match bettors. The timing also comes during a busy advertising period. Sportsbooks and gambling brands are expected to compete heavily for attention before and during the tournament.
Campaign supports global football push
Stake has already used football sponsorships and ambassadors to increase its visibility. The brand has been linked with club sponsorships, player campaigns and broader sports marketing across football, combat sports and entertainment.
The new campaign gives Stake a creative asset that can run across social platforms and video channels. That helps the brand reach younger and mobile-first audiences during a tournament that will be heavily followed online.
The use of multiple former players also gives Stake flexibility across markets. Agüero can appeal to Latin American and Premier League fans, while Casillas, Hazard and Evra bring recognition across Europe and beyond.
Betting brands face World Cup ad rules
World Cup campaigns from betting brands are likely to face close review from regulators and media platforms. Gambling advertising around major sports events remains sensitive in several markets, especially when campaigns use famous athletes.
Stake’s campaign uses retired footballers rather than active players. Advertising rules can still differ by country, so campaign placement, age targeting and responsible gambling messaging will remain important during the tournament build-up.
