Stake has made an unusual move in boxing by backing rising professional fighter Poca Oliveira, marking a fresh direction for the brand’s combat sports ambassador strategy.
Oliveira will represent Stake at her second professional boxing bout this Friday, August 21, following a winning professional debut earlier in June this year.
The young fighter carries a solid amateur record into her professional career, and her convincing debut victory appears to have been enough to earn Stake’s backing and confidence.
Most of Stake’s combat sports ambassadors are established names with legendary status, making Oliveira’s early-career sponsorship a notably different kind of bet for the brand.
She remains a fighter with considerable ground still to cover, but the partnership signals Stake’s willingness to invest in emerging talent before they reach the top of the sport.
Meanwhile, in the Premier League, South African betting brand Hollywoodbets has secured its long-term relationship with Brentford FC by extending their commercial partnership by five additional seasons.
The two parties have now been working together for seven years, making this one of the more enduring commercial relationships in English football’s top flight.
New Premier League rules prohibit gambling brands from appearing on the front of matchday kits, which has forced a structural change to how Hollywoodbets activates its Brentford partnership.
The brand will now operate as Brentford FC’s official club betting partner, leaning on in-stadium activations that Hollywoodbets says still hold significant value for their marketing efforts.
In the United States, Fanatics Betting and Gaming has secured a non-exclusive sportsbook and casino partnership with the NFL ahead of the upcoming new season, adding further momentum to the company’s push into competitive sports betting markets.
Fanatics already works with the NFL through its apparel and merchandise division, meaning this new deal deepens an already established commercial relationship between the two organisations.
The partnership gives Fanatics a meaningful boost as the company works to position itself as a serious challenger to dominant US sportsbook operators DraftKings and FanDuel.
Taken together, these three deals reflect how sports betting brands are continuously finding new angles to grow their visibility, whether through emerging fighters, adapted football partnerships, or major American sports league tie-ups.
