Why Sports Betting Platforms are Turning to Celebrity and Influencer Endorsements

Campaigns around sports gambling are dominating social media platforms

Since the Supreme Court’s overturning of the Professional and Amateur Sports Protection Act in 2018, 30 states have since legalized sports gambling with New York being one of the more recently legalized states. In doing so, sports-books recognized New York as one of the largest new populations to target in getting the public to join their wagering apps, and took several different approaches in looking to capture this new share of the market. While many books took a promotional approach by creating incentives for placing your first bet (such as awarding them credit to bet with), advertising efforts surrounding this industry have exploded since New York’s legalization this past January.

While the industry first looked to promote their brands through television advertising for awareness and to encourage new users, a deal between Sportradar and Adomni in late 2021 reinvented the way these books could market to the public. The deal allowed for books when showing an advertisement in the middle of a sports game to include live betting odds for the game being shown, at that exact point in the game. Here, books changed their way of advertising not solely to acquire new users, but to further promote active users to consider betting on the game they’re currently watching.

The most popular advertisement utilizing the live odds feature is by bet365, which is led by celebrity actor Aaron Paul (known largely from Breaking Bad). Here, he poses the question “Why aren’t you on the world’s greatest sports-book?” in which he then dives into the live-betting features where he shows the live odds for that particular game.

Aaron Paul’s commercial with bet365

While the use of Aaron Paul was extremely effective in generating buzz for bet365 advertisements, other sports-books have utilized celebrity endorsements as well. Sites such as BetMGM have Jamie Foxx while Caesar’s Sportsbook uses J.B. Smoove and Halle Berry, however several books have begun shifting to marketing through social media influencers as well.

Brands in all industries have recognized the impact influencers can have on raising brand’s awareness and creating loyal customers, as top influencers generally have a very engaged audience. Sportsbooks is no exception to this, with FanDuel leading the charge in signing Pat McAfee. McAfee is a retired NFL punter, who since has become much more famous for his past relationship with Barstool and his podcast where Pat analyzes sports in a unique way that you won’t hear anywhere else.

Since the legalization of online wagering, users have taken to their social media to post their bets in hopes of sharing their “winning picks” with their followers, which has led to a new genre of influencers. TikTok has been arguably the most dominant platform with these influencers, as @bookitwithtrent has quickly rose to over 340k followers through sharing his daily bets, despite losing almost every one. As ironic as it may seem, whoever Trent bets on somehow loses, which has led to people coining him the “Fade God”. PrizePicks recognized this opportunity and immediately partnered with him, as Trent is just one of the many avid sports fans turned gambling influencers.

DraftKings took a very unique influencer approach in promoting their book however, through partnering with the Official Grillmaster of the Buffalo Bills Jack Mancuso (@chefcuso). Cuso’s content differs much from that of McAfee and Trent’s videos, as Jack’s page is populated with delicious grilling videos with a comedic twist to his dishes, however is an avid sports fan as well as is his audience.

Jack Mancuso (@chefcuso) posts a TikTok in partnership with DraftKings

With the next few weeks of sports being filled with the ending of March Madness, NBA and NHL playoff races finishing up their regular seasons, as well as with the unexpected trades occurring in the NFL offseason, be prepared to see more sports book influencer campaigns.

To book a celebrity or influencer for your next campaign, contact The Digital Renegades via email at renegade@celebexperts.com

Famous lovers help Pete Davidson, the ‘dirtbag chic’ comic, clean up as US’s fastest-rising star

Article posted by The Sunday Times and written by Alistair Dawber

Saturday February 12 2022, 6.00pm GMT, The Sunday Times

Pete Davidson with Ariana Grande in 2018 and with Kim Kardashian in Beverly Hills last month

Pete Davidson with Ariana Grande in 2018 and with Kim Kardashian in Beverly Hills last monthKEVIN MAZUR/GETTY IMAGES; HAKOP ARSHAKYAN/BACKGRID

Pete Davidson had mayonnaise to sell and news to spread that could help him do it.

Sandwiched between pressing questions about his role in an advert for today’s Super Bowl and his thoughts on a particular brand of doughnuts came a moment when the comedian and actor deftly combined several viral ingredients to whip up a social media storm (and boost mayonnaise sales).

All he did was use the word “girlfriend” for the first time to describe his long-rumoured romantic partner — one of the most famous women in the world.

“I don’t have Instagram or Twitter or any of that stuff,” the 28-year-old star of Saturday Night Live told the presenter of People (The TV Show!) when she asked how fame affected him. “So, like, most of my daily life is getting into cars and showing up to a set. Or, if I’m off, I just either hang with my friends or chill with my girlfriend inside.”

Condiment marketing was not the only thing at stake here. Davidson — a heavily tattooed comedian from New York’s least glamorous borough, whose aesthetic appeal could most kindly be described as unconventional — had just cemented his status as Hollywood’s hottest Casanova.

He already had a string of famous exes, including the pop star Ariana Grande, Cindy Crawford’s model daughter, Kaia Gerber, and the British actresses Kate Beckinsale and Phoebe Dynevor, from Bridgerton. Now, by confirming his romance with the 41-year-old reality-TV star, billionaire entrepreneur and mother of four Kim Kardashian, Davidson had thrust himself to the top of the global A list.

“As long as his relationship with Kim continues to grow, he is going to go on a global tour with her, as her partner, that will expose him to a global audience that will fall in love with him,” said Evan Morgenstein, chief executive of CelebExperts, a celebrity booking service. Morgenstein worked as a motivational speaking agent for Kim’s stepfather, Bruce Jenner, for a decade, before Jenner transitioned to become Caitlyn.

Taking in the tennis at Wimbledon with Phoebe Dynevor, one of the stars of Bridgerton
Taking in the tennis at Wimbledon with Phoebe Dynevor, one of the stars of Bridgerton

Taking in the tennis at Wimbledon with Phoebe Dynevor, one of the stars of BridgertonKARWAI TANG/GETTY IMAGES

“People are going to see him and see that he’s not a pompous ass. People are looking for that. That’s a hero, sadly to say. It’s the celebrity you can engage with — it’s where the market is.”

There is plenty more to keep dedicated celebrity-watchers interested. The Super Bowl ad shows that the comedian is able to laugh at himself, especially when millions of dollars are involved.

A picture of Davidson and Kardashian holding hands emerged in October, prompting Kanye West, whom the reality star is seeking to divorce after nearly seven years of marriage, to say that he wanted to “beat” his replacement for her affections. In the ad Davidson jokes that he is indeed “very hittable”.

As his stock rises, there are rumours in Hollywood that Davidson will be named as the host of next month’s Oscars ceremony.

“If he does the Oscars, Kanye is in the audience and he does a Kanye joke, he’s going to become the icon of all icons, that’s how it works,” said Morgenstein.

“All award shows are dying on the vine — TV numbers are historically low. If he’s there, and they start dropping stories that Kanye’s going to be there, it’s perhaps the highest ratings we’ve seen for ever.”

While having Kardashian on his arm is no doubt good for his career, Davidson is a star in his own right, especially in America.

In 2014 he joined the cast of Saturday Night Live, one of America’s best-loved shows, at the age of 20. Two years ago his compelling past became the focus of a semi-autobiographical film, The King of Staten Island, which he co-wrote and starred in.

He has spoken in the past about his mental health struggles and his periodically heavy use of marijuana to cope with Crohn’s disease, which he has had since he was about 17. In December 2018 he was contacted by New York police after posting on Instagram that he was contemplating suicide, an episode that led to him leaving the platform.

Davidson, left, joined the cast of Saturday Night Live at the age of 20
Davidson, left, joined the cast of Saturday Night Live at the age of 20

Davidson, left, joined the cast of Saturday Night Live at the age of 20WILL HEATH/NBC/GETTY IMAGES

Until recently he lived with his mother in New York. His father, a fireman, was killed in the World Trade Centerf attacks on September 11, 2001, when Davidson was seven. He has his father’s firefighter’s badge number, 8418, tattooed on his left arm.

He also has a tattoo of Hillary Clinton, who acknowledged his fame and influence in 2017 when she joked, “This makes it significantly less awkward that I’ve had a Pete Davidson tattoo for years.”

Davidson is funny, largely self-deprecating and often acerbic. Sometimes his comedy has landed him in hot water.

In 2018 he joked that Dan Crenshaw, a Texas Republican and former US Navy Seal who was then running for Congress, having lost an eye in an IED explosion in Afghanistan, looked like “a hit man in a porno movie. I’m sorry. I know he lost his eye in war, or whatever.”

The joke tanked, he received death threats and a week later Davidson publicly apologised to Crenshaw.

Often, though, he has shown surer judgment.

When asked on Saturday Night Live in 2019 about the 20-year age gap between him and Beckinsale, Davidson did himself no harm in pointing to the number of famous men who have much younger partners.

“Apparently people have a crazy fascination with our age difference,” he said.

“But it doesn’t really bother us. But then again, I’m new to this, so if you have questions about relationships with a big age difference, just ask Leonardo DiCaprio, Jason Statham, Michael Douglas, Richard Gere, Jeff Goldblum, Scott Disick, Dane Cook, Derek Jeter, Bruce Willis, Harrison Ford, Tommy Lee, Alec Baldwin, Sean Penn and whoever the president of France is, Mel Gibson, Billy Joel, Mick Jagger, Sylvester Stallone, Eddie Murphy, Kelsey Grammer, Larry King, Larry King, Larry King, Rod Stewart and Donald Trump.”

Davidson won fans after he was questioned about the age gap between him and Kate Beckinsale
Davidson won fans after he was questioned about the age gap between him and Kate Beckinsale

Davidson won fans after he was questioned about the age gap between him and Kate BeckinsaleJD IMAGES/REX

Those who have watched his progress say Davidson has navigated the journey to tabloid notoriety without losing touch with his roots in Staten Island, a solidly working-class area of New York. But it was his former fiancée Ariana Grande who perhaps did most for his reputation. Until then, the rest of the world could have been forgiven for assuming that it was Davidson’s wit, charm and sense of humour that had persuaded so many famous women to date him.

A now deleted tweet from Grande revealed another possibility, with the singer apparently blurting out that her former beau was rather generously endowed. “I think she’s just tiny,” shrugged Davidson when the inevitable questions followed (Grande is just over 5ft tall). “I think I have an average-sized penis and she’s tiny. Everything’s big to her.”
— 
Alistair DawberWashington Correspondent

T: 001 (202) 322-4387E: alistair.dawber@thetimes.co.uk@AlistairDawber

DIGITAL RENEGADE STAR MARIYAH MAY (@MOOYAHYAH) FEATURED IN WSJ

The Social Media sensation appeared in a video article on how the pandemic is changing packages

Digital Renegade Mariyah May, aka mooyayah, is one of the most beloved lifestyle and comedic influencers on TikTok. Her content ranges from cosmetic videos such as makeup and nails, to comedy skits, art, and everything in between.

With her wide range of content, Mariyah has amassed 5M followers on TikTok including more than 240M likes. Most recently, her audio was used in Shelby Holliday’s video for the Wall Street Journal, which discusses the effects the pandemic has had on the shipped package industry.

As has been seen across social media, recently many people have been receiving products they ordered online in a much larger box than what is necessary, to which many find is very wasteful. Shelby takes a deeper dive into the reasons behind this mysterious pattern, and uses Mariyah’s audio to express the feeling one might have when receiving a larger than necessary package.

See the WSJ video here, and Mariyah’s original TikTok here!

The cause of this is due to the spike in e-commerce retailers experienced during the pandemic. With people confined to their homes, everyone turned to online shopping for goods, whether that be cleaning supplies, clothing, makeup or items to improve their home. As a result, cardboard boxes were in extremely high demand, causing the prices of cardboard boxes for retailers to soar. Now, companies are looking to accelerate and optimize their packaging and shipping costs.

Here are some of the changes in packaging you may notice in the future:

  1. More Mailers – These are lighter than cardboard boxes, cheaper, and easier to pack. They additionally are much easier to recycle.
  2. Minimization of Boxes – Companies are shifting toward Amazon’s “Frustration Free Packaging” technique. They are hoping to stray away from shipping boxes inside of boxes as it is sent from the manufacturer to the retailer through offering third parties incentives for being more efficient with her packaging. This also helps the retailer save money, however will not affect the prices of the products you order.
  3. Skip the Shipping – Many sites are pushing customers to travel to the store to pick up their order as opposed to having the products shipped to the buyer. They often incentivize this by offering coupons or even discounts. This further has led to many companies partnering with Happy Returns, which allows consumers to drop goods off without being packaged, which has led to a drastic increase in returns.

So now comes the big question: how will retailers make the unboxing experience exciting with no box? A huge trend throughout social media has been influencers unboxing products from certain companies, and sharing with their followers an honest review on the product. 

Unboxing content not only helps grow an influencer’s audience as well as engagement, but further allows retailers to advertise their products to a wide audience in a more genuine and authentic way as opposed to commercials.

While retailers are moving towards a more efficient as well as environmentally friendly way of packaging goods, it’s going to be interesting to see how they will take action to further improve the unboxing experience so many look forward to in anticipation of a delivered package. Industry leaders such as Amazon are leading the charge with some of the techniques described above, and it will be interesting to see how their packaging continues in the future. 

ILANA MUHLSTEIN X AZUNA

The premier manufacturer of plant based nontoxic alternatives to odor elimination, Azuna has gone all in with Ilana Muhlstein vesting in the Company and becoming it’s global spokesperson. Muhlstein, a mom, wife, entrepreneur and best-selling author has always advocated for moms to live happier and healthier lives with the mindset, tools and products they use. Finding Azuna, a product that works well and protects her children from harmful chemical sprays and dispensers, was the perfect fit for the mom of two on a mission.

Muhlstein sees Azuna as the clear choice for air fresheners, “I know how harmful unwanted chemicals can be especially around kids. When Azuna was introduced to me I couldn’t believe how good it smelled, and it truly eliminated odors in the kitchen, bathroom, closets, everywhere.  And it lasts for 60-90 days. That is an incredible value for your average family”. Azuna is also anti-microbial which cleans and neutralizes air against mold, mildew, fungus and bacteria. And maybe best of all, it’s pure and natural because it has no harmful additives or chemicals. 

Azuna started  in 2019 and was founded by Scott Dancy who was looking for a way to get bad odors out of his laundry room. He partnered with a company that made cleaning products and developed Azuna. Scott realized the power and long lasting nature of the product and the light bulb went off that everyone around the world needed a plant based product that was safe around kids and got rid of odors effectively and for up to 90 days.   

Scott Dancy, Azuna CEO sees Ilana as the perfect fit, “As a mom, an expert in healthy living and truly someone vested in helping others, we saw Ilana as an incredible partner and global spokesperson. We think the Company just found it’s missing piece”.

AZUNA is the leading plant based product specializing in odor elimination at the source. Based and manufactured In Buffalo, NY we are proud to be an American made company

ILANA MUHLSTEIN, M.S., R.D.N. is one of the most sought-after weight-loss and nutrition experts in the world. By the time Ilana was 13 years old, she weighed over 200 pounds and struggled with losing weight, emotional eating and diets that didn’t work. While most kids dream of becoming pop stars or famous athletes, Ilana’s early inspirations were the knowledgeable registered dietitians she met every summer at fat camp. She became an RD herself the first chance she got and used everything she learned to lose 100 pounds. Since then, she’s made it her life’s mission to help people live happier and healthier lives.

With a thriving private practice in Beverly Hills, she is an acclaimed public speaker and influencer, published bestselling author, and sits on the prestigious Executive Leadership Team for the American Heart Association. Ilana has been lecturing for the Bruin Health Improvement Program at UCLA since 2013 and is a contributing writer for distinguished publications including The Journal of Obesity, and has been featured in the LA Times, The Washington Post, Reader’s Digest, SHAPE, Health and Women’s Health. With a social media following of over 1.8 million people (@nutritionbabe on TikTok and @ilanamuhlsteinrd on Instagram), Ilana’s life goal is to help as many people as she can. Ilana lives in Los Angeles, California, with her husband Noah and two children, Olivia and Julian.

HOW TIKTOK IS HELPING TO BUILD BEAUTY BRANDS

Why TikTok allows for maximizing a company’s reach as well as impressions

With a rise in influencer marketing strategies throughout social media platforms, companies hope to release content which will have a profound impact on a specific targeted audience. TikTok’s rapid-growing popularity has made it a necessary platform for nearly all industries to advertise on as well as create content for, with the beauty industry being no exception.

Industry leaders have utilized the social network not only to reach their intended audience through the app’s individualized “For You Page”, but to maximize on the organic reach the app has to offer. In doing so and being successful, start-up beauty companies are now following suit, which has resulted in the growth of newer companies as well.

One such company who has used TikTok to their advantage is ELF, which markets affordable make-up and beauty products that are of professional quality. Being a large company, ELF already has a very high brand-awareness among consumers interested in beauty products, however they have been incredibly successful in reaching new markets on the app through the use of influencer marketing.

ELF first released their first TikTok video in March of 2020, and since then has accumulated over 290K followers in addition to more than 7.5M likes. Their secret? Releasing content with popular influencers on the app using their products. Some influencers to which they used to help grow their page include Gabby Morrison, Hyram Yarbro, Danny Ochoa, Seth Obrien and so many more.

What really propelled ELF to having one of the most influential marketing strategy however was their campaign #eyeslipsface, which drew attention from some of the biggest celebrities on the app. Their goal was to portray to the younger Generation how their brand looks to include all types of people as well as show the possibilities for new, edgy styles. The campaign was for people to post a video using ELF products and add the hashtag, and it quickly became one of the most effective campaigns that has been conducted on TikTok so far.

While ELF encouraged influencers to partake in the challenge, the hashtag quickly exploded with popularity, and since then has had more than 5 million user-generated videos in addition to 6 billion views. Celebrities and influencers looking to expand on their TikTok presence further joined the movement and released videos of their own, such as Ellen Degeneres, James Charles, Terry Crews, Jessica Alba, Patrick Starr and even the Chicago Bulls Mascot!

The final results of the campaign resulted in more than 1.5 billion impressions as well as the most user-generated videos ever in a TikTok campaign. As a result of such a successful campaign, so many other beauty-product companies have achieved success through similar means on TikTok such as Rare Beauty by Selena Gomez, Wet n Wild Beauty and also many newer emerging brands in the industry.

With such a successful campaign by ELF, it’s no wonder so many other beauty companies are using TikTok to build its brand awareness and organic reach, as the opportunities the app can provide to industry leaders as well as start-up companies is endless.