Pulse
Breaking the Mold – Betby’s Bold Move
By Lewis - 17 January 2025
The marketing maestro behind the BETBY collaboration with Magnus Carlsen, Pierre Pulis, explains why choosing a chess icon as an ambassador adds an intellectual dimension to the BETBY brand.
From all the sportspeople and celebrities out there, how did BETBY land on Magnus Carlsen?
Magnus Carlsen was a natural choice for BETBY because his profile aligns perfectly with our values and vision. As a chess grandmaster and world champion, Magnus epitomises intelligence, strategic thinking, and innovation—all qualities that resonate deeply with BETBY’s approach to building cutting-edge betting solutions. His global appeal was another crucial factor. Magnus is without any form of doubt the face of chess.
He is at the pinnacle of his career and recognised as the greatest player of all time to grace the sport. Apart from this he has transcended the chess world to become a universal symbol of discipline, excellence, strategy and focus. This broad reach allows BETBY to connect with a diverse and international audience in a way that few other ambassadors could achieve.
Moreover, we wanted a partner who truly reflected our commitment to breaking the mould. While many in the industry turn to mainstream athletes, we sought someone who represents a unique, intellectual edge. Magnus’ unparalleled mastery of strategy and his status as one of the sport’s GOAT make him the ideal ambassador for a company that prides itself on innovation and challenging the status quo. Magnus’s professionalism and integrity were also critical to our decision. These traits reinforce BETBY’s reputation as a forward-thinking, trustworthy brand in the B2B sports betting industry. By partnering with Magnus, we’re not just highlighting our brand; we’re making a statement about who we are and what we stand for.
What were the internal processes of selecting a brand ambassador? For example, what value does a potential ambassador’s social reach have for a company operating in a B2B industry?
Selecting a brand ambassador for BETBY was an in-depth process focused on aligning our values with an individual who could represent the company’s vision authentically and powerfully. We conducted a comprehensive evaluation, including a detailed brand personality test, to assess potential candidates. Magnus Carlsen emerged undoubtedly as the clear choice, scoring exceptionally high in attributes like intelligence, strategic thinking, and professionalism. His reputation made him a perfect fit for BETBY’s innovative and forward-thinking ethos.
In a B2B industry, the social reach of a brand ambassador carries immense value, even beyond traditional consumer-focused marketing. Magnus’s impressive following – over one million on X, two million on Instagram, and 1.4 million on YouTube – provides a platform that amplifies BETBY’s messaging. His presence enhances brand visibility and credibility, signalling trustworthiness and innovation to potential clients and partners. Through his authentic engagement with followers and his ability to showcase BETBY in a relatable light, Magnus humanises the brand, making it more accessible even within the corporate space. This decision was not solely about numbers. Magnus embodies the qualities and values that align seamlessly with BETBY’s vision. His involvement also positions BETBY as a thought leader, associating the brand with strategy, intelligence, and forward-thinking innovation.
What has been the most rewarding aspect of collaborating with Magnus? Collaborating with Magnus Carlsen has been immensely rewarding for BETBY on several levels. His global recognition has dramatically expanded the company’s visibility, reaching a diverse audience that includes chess enthusiasts also within sports betting communities since chess is a very popular within the iGaming landscape. The announcement of our partnership generated as well significant organic buzz across social media platforms, creating an ideal environment to engage both our existing customers and new audiences in a meaningful way.
Magnus’ association has also set BETBY apart from competitors. Choosing a chess icon as our ambassador adds a unique intellectual dimension to the brand, positioning us as a company that values staying ahead of the curve. This distinctiveness not only differentiates BETBY but also aligns with our mission to challenge conventions within the industry. Another rewarding aspect has been the versatility Magnus brings to our marketing efforts. His personality and achievements provide a wealth of opportunities for creative storytelling, whether the focus is on innovation, or excellence. From social media campaigns to event promotions, his involvement allows BETBY to craft narratives that resonate with a broad audience and reinforce the company’s brand identity.
What are your expectations for how the partnership will impact BETBY’s brand identity within the gaming industry?
I expect this partnership with Magnus Carlsen to reinforce BETBY’s identity as an innovative leader in the B2B sports betting industry. Magnus is renowned for his unparalleled strategic mindset, which perfectly complements BETBY’s commitment to delivering solutions that prioritise performance, and creativity. This association enhances the perception that BETBY is not just a service provider but a brand that embodies strategic excellence, cutting-edge technologies and innovation. Moreover, collaborating with a chess world champion differentiates BETBY in a highly competitive market. While many companies in this industry partner with mainstream athletes or celebrities, aligning with Magnus highlights BETBY’s willingness to break conventions and think outside the box.
Has the partnership with Magnus led to internal considerations about signing further brand ambassadors?
The collaboration with Magnus Carlsen is still in its very early stages, and we are extremely happy with having him on board on a multi-year collaboration. At this point, we are focused on maximising the potential of our partnership with Magnus and ensuring it aligns seamlessly with our brand’s goals. While the initial success of this collaboration has certainly sparked internal conversations about possible future ambassador opportunities, there is no doubt that we are prioritising the current partnership and exploring ways to further strengthen our association with Magnus.
We are always open to opportunities that can enhance our brand, but for now, we are very much focused on the exciting potential that this collaboration brings. As indicated previously this brand ambassadorship is an ideal match for BETBY.