Celebrification THE GOAT
AKHIL SARIN Chief Marketing Officer Easygo
Argentina arrived in Miami for this year's Copa America to a strange welcome: Stake brand ambassador Sergio Aguero waiting for them with a herd of goats. Akhil Sarin, Chief Marketing Officer at Easygo, the Australian powerhouse behind some of the world’s fastest growing online brands including Kick and Stake, discusses value for money.
Stake has one of the broadest sponsorship and brand ambassador portfolios in the gaming industry. What kind of access does Stake expect from its partners?
Te scale of the agreement always varies based on the specific goals we have in mind for each partnership, but what remains constant is we always seek the highest designation possible, to be the most prominent brand that we can be. Tat's why we are the title partner of a Formula 1 team, the front of shirt partner with the football clubs we work with and appear in the UFC Octagon at every single event. With these top level partnerships we clearly try to leverage as much access as we can get, every partnership is unique, but we've developed our approach to ensure that the value of each deliverable is maximised.
Te household name that’s associated with Stake is global superstar Drake. How has Drake impacted Stake's brand visibility?
Te partnership with Drake has been a perfect match and completely unique in our industry. What differentiates it is that Drake was already a user and enjoyed our product, so working with him to promote our brand was really just a natural progression. Te partnership has made an impact across the globe, whenever there is an activation or story to tell between Drake and Stake, the pick-up is far and wide.
Do multiple ambassadors and sponsorships always bring added value - the more, the better - or are there risks of diluting the value?
Clearly the approach so far has played a significant role in boosting Stake's visibility and helping us become a household
name, not just in betting and gaming, but also as an entertainment brand too. We are highly selective in who we work with and how we structure deals, so while we are very active, we also have specific criteria that we are looking for. Not every partnership has worked, but we have honed our approach and have a strong understanding of what will resonate with our audience.
How does Stake assess the value of social media reach in its partners?
We take into account a multitude of factors when assessing social media reach. A huge follower count isn't necessarily the best way to judge whether someone would be the right fit. Clearly it plays a part, but the individual needs to also have a deep connection with their audience and understanding of who we are as well. Tat's something that we have to analyse as part of our due diligence into each partnership.
Who is responsible for researching, sourcing and signing off on these agreements? How is the process structured in a way that minimises the financial risk of signing big names to represent the brand?
We have an experienced and diverse marketing team who are well in tune with the brand and what we're looking to achieve. Each partnership is discussed within the team and our leadership are always open to trying out new things, so that gives us freedom to innovate.
Once the deal is done, that's when the real work begins and the delivery of each asset is paramount in ensuring we maximise the value. We learn from every partnership so there is always something to be gained that can benefit us moving forward.
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