Former Chelsea and Real Madrid star Eden Hazard has signed a partnership with betting operator Stake as a global brand ambassador.
The partnership comes as the sportsbook and online casino prepares marketing campaigns around the 2026 FIFA World Cup across North America this summer.
Hazard, who retired from professional football in 2023, enjoyed a decorated career that included winning the UEFA Champions League, two Premier League titles, two La Liga titles and two UEFA Europa League trophies.
At international level, the former winger made 126 appearances for Belgium national football team and captained the side from 2015 to 2023, helping the team finish third at the 2018 FIFA World Cup.
Stake said Hazard will support fan engagement and marketing initiatives across its digital platforms during the 2026 football season. The ex-Belgium captain also has more than 58 million followers across social media platforms – something Stake said will play a key role in the campaign.
“I’m really excited to be joining Stake at such an important time in the football calendar,” Hazard said.
“The World Cup remains the pinnacle of our sport – the dream every player chases – and I’ve been fortunate enough to experience it on some of the biggest stages.
“Football has given me so many incredible memories, from lifting domestic and European trophies, to representing my country as captain, and making many friends along the way. Now, in this next chapter, I can’t wait to engage with fans in new and meaningful ways, sharing insights, excitement, and the pure joy of football together with Stake.
“Football fans worldwide are incredibly passionate and dedicated, and I’m delighted to collaborate with a brand that truly understands and celebrates that energy, while delivering innovative, community-focused experiences. Let’s make the journey one to remember!”
Stake’s sporting presence
This is not the first notable footballing partnership for Stake. The business sponsors Premier League side Everton FC and the brand’s logo was also seen on the clothing of Manchester United fan and influencer The United Strand in a highly-viewed live stream last month.
The company was founded less than a decade ago and also has a partnership deal with the Ultimate Fighting Championship (UFC). Its most notable sporting deal is arguably its ownership of the Stake Formula 1 team.
Stake’s Chief Marketing Officer, Akhil Sarin, added: “With the 2026 World Cup set to be the biggest football tournament in history, this is a defining moment for fans and brands alike. Eden Hazard is a player who embodies creativity, flair and big-stage performance – qualities that resonate strongly with our global community.
“Eden’s legacy in world football speaks for itself. He has performed at the very highest level of the game and understands exactly what it means to deliver when the world is watching.
“As we build towards an unforgettable summer of football, we’re proud to welcome him to Stake as a global ambassador.
“His worldwide appeal and deep connection with fans across Europe, Asia and beyond make him the perfect addition to our ambassadorial roster as we continue to strengthen Stake’s position as the home of football entertainment.”
Stake’s global expansion has not gone without scrutiny though, the latest of which came after the company scaled into Denmark. Recent screenshots seen by iGaming Expert indicated that Stake was offering games that aren’t licensed in the Danish market, after it was awarded a licence, for example.
The business is no longer licensed in the UK and may have to drop its sponsorship of Everton FC in the near future as the Department of Culture, Media and Sport (DCMS) conducts a consultation on banning unlicensed betting sponsorships in sports. It is also not licensed in Hazard’s native Belgium.
However, the Easygo-owned company has seen growth in markets such as Brazil. It has also reported good progress in Italy, despite the regulatory restrictions around sponsorships in that market.
Many eyes will be on the firm’s development over the summer, maybe even more so now with such a notable footballing figure at the forefront of its brand.