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.
Breaking the Mold BETBY’s Bold Move
The marketing maestro behind the collaboration, 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. Tis 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. Tese 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.
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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. Trough 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. Tis 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?
PIERRE PULIS Head of Marketing BETBY
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