In an attempt to gain part of a market share, sports betting companies are looking for unique marketing opportunities to draw in customers. Some have started to use brand ambassadors to promote their gaming products, whether it’s a former athlete or other famous celebrity.
BetRivers is the latest to follow this trend. On Friday, Rush Street Interactive (RSI) announced Jerome Bettis will become its official brand ambassador as part of BetRivers.com “Bet With a Winner” campaign.
"No matter where he was, growing up in Detroit, playing at Notre Dame, or during his iconic career in Pittsburgh, Jerome Bettis made a positive impact on and off the field," Richard Schwartz, president of RSI, said in a news release. "We are thrilled for Jerome to bring his authenticity and winning ways to the passionate sports bettors on BetRivers.com."
Bettis’ partnership with RSI’s Bet Rivers Brand makes him an exclusive endorser. He will serve as the company’s brand ambassador and spokesperson, engaging in upcoming promotions and events on BetRivers platforms, the release said. Bettis will use his football knowledge and passion on BetRivers’ social media channels, along with other digital and traditional media platforms.
Bettis is a familiar name in Michigan. He attended Mackenzie High School in Detroit where he was a standout running back and linebacker. Bettis went to Notre Dame, where he ran for more than 1,900 yards and 37 touchdowns in three seasons. He was drafted by the Los Angeles Rams with the No. 10 overall pick and would eventually be named Offensive Rookie of the Year for the 1993-94 season.
During his 13-year career, including 10 with the Pittsburgh Steelers, Bettis ran for 13,662 yards and scored a total of 715 touchdowns. He was an emotional leader for a Steelers team that captured Super Bowl XL with a win over the Seattle Seahawks. The Super Bowl victory came in front of his hometown crowd in Detroit and would mark the final game of Bettis’ career.
Bettis was inducted into the Pro Football Hall of Fame in 2015.
BetRivers is currently running a sign-up bonus for new users in Michigan. There is a $50 free registration promotion for new players who register, and it can be used on sports betting, online casino games and video online poker.
BetRivers has access to Michigan’s gaming market through its partnership with the Little River Band of the Ottawa Indians. The tribe runs the Little River Casino and Resort in Manistee.
RSI was founded in 2012 by a team of gaming veterans. The company launched its first online gaming casino site in 2016, PlaySugarHouse.com, in New Jersey, and was the first gaming company to launch a regulated online gaming site in Pennsylvania. BetRivers.com was also the first to launch online gaming in Indiana, Colorado and most recently Illinois, the release said.
RSI was named the 2020 Global Gaming Awards Digital Operator of the Year, and the 2020 EGR North America Awards Casino Operator of the Year and Customer Service Operator of the Year.