Global betting and entertainment brand Stake has unveiled a major international marketing campaign ahead of the 2026 global football tournament, bringing together four of the sport’s most recognisable former stars in a new hero video designed to capture the excitement surrounding football’s biggest stage.
The campaign, titled “This Summer, It’s All At Stake,” features World Cup-winning goalkeeper Iker Casillas, former Argentina striker Sergio Agüero, ex-Belgium captain Eden Hazard and former France international Patrice Evra. The quartet headlines a creative campaign that forms part of Stake’s broader strategy to engage football audiences worldwide during one of the most anticipated sporting summers in recent history.
The launch reflects Stake’s continued investment in football-led marketing as the company seeks to strengthen its global brand presence through premium sporting properties and high-profile ambassador partnerships.
Commenting on the campaign, Stake Director, Jarrod Febbraio, said, “The 2026 global football tournament is one of the few sporting events that genuinely captures the attention of fans across every corner of the globe. We wanted to create a campaign that reflects the excitement, anticipation and passion that supporters feel throughout the competition while also bringing together some of football’s most iconic personalities.
“Having Sergio Aguero, Iker Casillas, Eden Hazard and Patrice Evra involved gave us the opportunity to create something entertaining, relatable and unmistakably football. The result is a campaign that celebrates the moments, emotions and conversations that make moments like this such a unique cultural occasion.
“At Stake, we aim to put our millions of customers at the heart of sport’s biggest moments. Whether fans are watching from the stands, at home or with friends, this campaign reinforces what it’s like when it’s all at Stake.”
The selection of four retired football icons highlights a growing trend among betting and gaming brands to leverage legendary athletes with enduring global appeal. By partnering with former players whose careers span some of football’s most successful clubs and national teams, Stake gains access to established fan communities across Europe, Latin America and other key international markets.
As anticipation builds for the 2026 tournament, the campaign positions Stake at the centre of football’s global conversation, leveraging the star power of some of the game’s most celebrated names to connect with fans around the world.
