Fairplay signs David Bentley as exclusive ambassador for Premier League

Fairplay has appointed former England international David Bentley as an exclusive brand ambassador under a one-year agreement, adding an established football name to its expanding marketing and content strategy. The partnership is designed to give the betting brand a stronger presence around Premier League football while creating match-focused content and fan engagement opportunities during the new season.

Under the agreement, David Bentley is expected to contribute match previews and commentary throughout the Premier League campaign. His role will also include appearances at selected sporting events and the production of content tied to major fixtures and key moments across the sporting calendar.

The arrangement is understood to include appearances connected with England internationals as well as Tottenham Hotspur matches. Bentley is also expected to attend boxing events and Cheltenham Festival fixtures as part of a broader programme intended to connect Fairplay with audiences across football and British racing.

David Bentley brings established football experience

The appointment gives Fairplay a former professional footballer with direct experience of elite English football. Bentley played in the Premier League for clubs including Arsenal, Blackburn Rovers and Tottenham Hotspur and represented England at senior international level.

His association with Tottenham is particularly relevant to the partnership because the club remains one of the most recognisable names in English football. Bentley joined Tottenham from Blackburn Rovers in 2008 and went on to make senior appearances for the North London side.

For Fairplay, Bentley's experience offers an opportunity to develop content that goes beyond conventional promotional advertising. His role is positioned around analysis, commentary and fan-facing material rather than simply appearing in traditional marketing campaigns.

The emphasis is significant in a market where sports betting companies increasingly compete for attention through personality-led content. A former Premier League player can provide a different perspective on fixtures while allowing the operator to create material that is closely connected with the conversations taking place among football supporters.

Fairplay expands ambassador strategy

David Bentley becomes Fairplay's second ambassador appointment referenced by the company during August. The move follows the addition of National Hunt trainer Warren Greatrex, who was brought into the brand's wider racing-focused ambassador programme for the 2026/27 jumps season.

The two appointments reflect Fairplay's broader approach to sports content. Bentley brings a football background while Greatrex provides a direct connection with the British horse racing community. Together, the partnerships allow the company to develop content across two major areas of the British betting market.

Greatrex's involvement also complements Fairplay's growing interest in racecourse activity. His association with the company comes as Fairplay continues to build its physical presence within British racing alongside its digital betting products.

From social betting platform to sportsbook

Fairplay launched its peer-to-peer betting proposition in 2023 with a concept centred on allowing users to create and participate in bets with friends. The company later expanded its offering and developed a broader betting platform that includes sportsbook services.

According to Fairplay's current corporate information, the sportsbook became part of the platform as the business developed beyond its original social betting proposition. The company's evolution has included additional products and a greater focus on sports and racing audiences.

Fairplay Exchange Limited is currently listed by the UK Gambling Commission with active licences covering several gambling activities. Its regulatory position provides the framework for the company's betting operations in Great Britain.

The development of the sportsbook has also given Fairplay a platform from which to build a wider commercial presence around professional sport. The partnership with Bentley therefore forms part of a broader expansion strategy rather than functioning as an isolated celebrity endorsement.

Greater presence across British racing

Alongside its football strategy, Fairplay has continued to increase its visibility in British horse racing. The company has been building relationships with racecourses and has established a presence through sponsorship and on-course activity.

Fairplay has already expanded its involvement around major racing fixtures and has outlined plans connected with further racecourse pitches. The company's stated ambitions include establishing additional on-course positions associated with Cheltenham and Newbury ahead of the 2026/27 National Hunt season.

Its involvement at Glorious Goodwood also forms part of this development. The expansion gives Fairplay access to audiences who engage with racing both at venues and through digital betting platforms.

The combination of football and racing activity allows the company to position itself as a wider sports betting brand. Bentley's appointment supports that positioning by adding a recognisable football personality to a portfolio that already includes racing-focused talent.

A content-led role for Bentley

Bill Gowing, Founder and Managing Director at Fairplay, said: “We really enjoyed working with David during the World Cup and the response we had to the content was brilliant, so carrying that on into the new season made sense for us.

“The big thing with David is that he’s genuine and authentic. What you see is what you get with him, and that really aligns with what we’re trying to build with Fairplay as a brand.

“He’s also got a great rapport with football fans. People relate to him, he doesn’t take himself too seriously and he’s not afraid to have an opinion. We saw that first-hand during the World Cup and we want to build on that throughout the season.

“We don’t want David to just be a face on an advert. We want him involved, having a laugh, talking football and creating content that fans actually want to engage with. We’ve got some really good ideas lined up and we’re looking forward to getting started.”

The comments indicate that Fairplay intends the partnership to be centred on recurring editorial-style content rather than a limited advertising campaign. Bentley's previous involvement during the World Cup is presented as the starting point for a relationship the company now plans to extend across the domestic season.

That approach may also provide Fairplay with a more flexible content format. Match previews can be adapted for major fixtures while commentary and event appearances can create material for digital channels before, during and after important sporting occasions.

Why the partnership matters for Fairplay

The appointment comes at a time when betting brands are placing greater emphasis on differentiated content and recognisable personalities. Competitive odds and product features remain important but operators are also seeking stronger connections with sports audiences through editorial material, live events and social engagement.

Bentley is a suitable fit for a strategy that relies on football knowledge and familiarity with supporters. His playing career provides a foundation for discussing Premier League matches while his media role can help translate that experience into content aimed at contemporary betting audiences.

The agreement also strengthens Fairplay's profile as the company develops its sportsbook and racing operations. Rather than concentrating exclusively on one sporting vertical, the operator is pursuing a broader presence that spans football, racing and live sporting entertainment.

Regulatory and responsible gambling context

As Fairplay expands its visibility, its promotional activities remain subject to the regulatory requirements applicable to gambling operators in Great Britain. That includes rules governing advertising, marketing communications and responsible gambling messaging.

For betting companies, partnerships with former athletes and other public figures can increase reach and recognition, making responsible presentation particularly important. Fairplay's own platform carries responsible gambling messaging and references GamStop, reflecting the regulated environment in which its sportsbook operates.

The Bentley partnership should therefore be understood primarily as a marketing and content initiative within that established regulatory framework. The appointment does not itself alter the company's licensing position or the legal requirements applying to its betting operations.

Looking ahead to the new season

Fairplay's decision to secure David Bentley on an exclusive one-year agreement gives the brand a recognisable football voice for the season ahead. His planned involvement across Premier League previews, commentary, events and fan content provides multiple opportunities for the company to maintain visibility throughout the football calendar.

The partnership also fits with Fairplay's wider expansion across sports and racing. With Bentley representing the football side of the strategy and Warren Greatrex contributing to its racing activity, the company is developing an ambassador network aimed at different specialist audiences.

For Bentley, the arrangement creates a platform to remain closely involved with top-level football while contributing to a programme that also reaches major sporting events. For Fairplay, the priority is likely to be turning that association into consistent content that supports its wider brand identity.

Conclusion

Fairplay's partnership with David Bentley marks another step in the operator's effort to build a recognisable presence across British sports betting. The one-year agreement combines Bentley's Premier League experience with Fairplay's growing focus on content, live sporting events and audience engagement.

Rather than relying solely on conventional advertising, the company has indicated that Bentley will have an active role in previews, commentary and fan-focused material. That distinction could make the relationship more relevant to supporters while giving Fairplay a regular presence around some of the most prominent fixtures of the season.

The appointment also sits within a wider commercial strategy that includes sportsbook development, racing expansion and ambassador partnerships. As Fairplay continues to establish its position in the regulated British market, the success of the Bentley relationship will ultimately depend on whether the content delivers sustained value for fans while remaining aligned with the standards expected of a licensed betting operator.

FAQs

What is David Bentley's role at Fairplay?
David Bentley has joined Fairplay as an exclusive brand ambassador under a one-year agreement. His role includes match previews, commentary, sporting appearances and fan-focused content.

How long is David Bentley's Fairplay agreement?
The partnership is structured as a one-year exclusive agreement covering the new sporting season.

What type of content will David Bentley create for Fairplay?
His planned work includes Premier League match previews, commentary and content connected with major fixtures and sporting events.

Will David Bentley appear at Premier League matches?
The agreement is expected to include appearances linked to Tottenham Hotspur matches and other major football events.

Which other sports events are part of the partnership?
The planned activity extends beyond football and may include boxing events and Cheltenham Festival fixtures.

Was David Bentley an England international?
Yes. Bentley represented England at senior level and also had a Premier League career with clubs including Blackburn Rovers and Tottenham Hotspur.

Who is Warren Greatrex?
Warren Greatrex is a National Hunt racehorse trainer who has also joined Fairplay as part of the company's broader racing ambassador strategy.

When did Fairplay launch its original platform?
Fairplay launched its peer-to-peer betting proposition in 2023 before expanding its offering with sportsbook services and additional betting products.

Is Fairplay regulated in Great Britain?
Fairplay Exchange Limited is listed on the UK Gambling Commission's public register with active licences covering several gambling activities.