Online sportsbook Stake has appointed former Chelsea and Real Madrid forward Eden Hazard as a global ambassador, strengthening its football-focused marketing strategy ahead of the 2026 FIFA World Cup.

Under the agreement, Hazard will support Stake’s global fan engagement campaigns, appearing in digital promotions and brand activations throughout the 2026 football season. The partnership forms part of the operator’s broader effort to deepen its connection with football audiences as the sport approaches one of its biggest global events.

World Cup timing boosts campaign potential

The collaboration arrives ahead of the expanded 2026 FIFA World Cup, which will be hosted by the United States, Canada and Mexico and will feature 48 national teams for the first time.

Stake indicated that Hazard will play a central role in digital marketing initiatives aimed at engaging football fans worldwide during the tournament build-up. The company views the partnership as an opportunity to combine a globally recognised football personality with its entertainment-driven brand strategy.

One of Belgium’s most decorated players

Hazard enjoyed a highly successful career at the top level of European football. During his time at Chelsea and Real Madrid, he won multiple domestic league titles as well as the UEFA Champions League and Europa League.

At international level, he earned 126 caps for Belgium and captained the national team between 2015 and 2023. He was also part of the Belgium squad that finished third at the 2018 FIFA World Cup.

Global social media reach

Beyond his achievements on the pitch, Hazard brings significant digital influence to the partnership. The former Belgian international has more than 58 million followers across major social media platforms, including large audiences on Instagram, Facebook and X, as well as a substantial following on Chinese platform Weibo.

Stake said this global digital reach will play an important role in expanding its brand visibility and strengthening engagement with football communities across multiple regions.

Expanding football ambassador roster

The signing of Hazard reflects Stake’s ongoing strategy of partnering with high-profile football figures to support its international marketing campaigns.

With the 2026 World Cup expected to attract record audiences, the operator is positioning itself to capitalise on heightened fan engagement by aligning with well-known personalities from the sport.

Sources: TRIX20, Igamingexpress