What makes a brand ambassador truly influential in a company’s growth? Rosaire Cavallaro, VP Business Development at Delasport, shares exclusive insights from their highly successful collaboration with snooker legend Ronnie O’Sullivan.

Adidas’ signing of NFL star Patrick Mahomes aims to challenge Nike’s U.S. dominance, while SPRIBE’s UFC partnership boosts market reach. But how do ambassadors fuel expansion? Delasport’s success with Ronnie O’Sullivan showcases how the right athlete enhances visibility, credibility, and audience engagement.

The role of a sports ambassador

A sports ambassador serves as the face of a brand, bridging the gap between the company and its target audience. The role extends beyond merely wearing branded apparel; it includes representing the brand in public engagements, promotional content, and social media.

Delasport’s massive success with O’Sullivan

As a global leader in iGaming solutions, Delasport understands the power of association with sports icons. Their decision to partner with Ronnie O’Sullivan in 2022 was more than just a business move – it was a demonstration of their deep industry knowledge and foresight. 

Just as Nike’s strategic partnership with Michael Jordan set the gold standard for athlete branding, Delasport applied a similarly calculated approach with Ronnie O’Sullivan, leveraging key career moments for maximum brand exposure.

O’Sullivan was a smart choice as he is widely recognised as one of the most talented and accomplished players in snooker history. He is a seven-time world Snooker champion, a record eight-time Masters champion, as well as an eight-time UK Championship winner. This makes a total of 23 Triple Crown titles – the most obtained by any player.

Right before his triumph in 2022 Delasport recognised that he is far from done with professional sports. Despite some considering O’Sullivan’s career to be winding down, Delasport identified his potential to make a historic comeback and leveraged this moment to solidify their brand presence in the market.

Precisely during their partnership, Ronnie became a snooker world champion for the seventh time while wearing Delasport’s insignia on his uniform. His success was captured in an Amazon Prime documentary called ‘The Edge of Everything’ where Delasport’s branding was visible for most of its nearly two-hour duration.

Common traits, values, and priorities

A great sports ambassador shares a mindset and values with their brand – like Ronnie O’Sullivan and Delasport. Nicknamed The Rocket for his record-breaking speed, his fast, strategic play mirrors Delasport’s agile, market-driven approach in iGaming.

Both excel through precision and innovation, seen in Delasport’s My Era Suite, which redefined personalisation. O’Sullivan’s ambidextrous skill reflects Delasport’s flexibility and adaptability – staying ahead in a competitive industry. Like Ronnie’s success beyond snooker, Delasport’s tech thrives across multiple verticals, proving greatness isn’t limited to one game.

Moreover, Ronnie is widely known for his flawless precision and innovation. Like Ronnie, Delasport believes in pushing the limits to achieve greatness and some of the core traits in reaching this are precision and innovation.

Nike’s game-changing partnership with Jordan

Nike’s collaboration with Michael Jordan reshaped sports and fashion. Signing him in 1984 as a rookie was a bold move, but the Air Jordan 1, with its rebellious design and NBA controversy, ignited massive demand. Jordan’s dominance on the court cemented the brand’s credibility, turning Air Jordans into a cultural icon beyond basketball, influencing fashion and music.

Similarly, Delasport partnered with Ronnie O’Sullivan at a pivotal moment – before his seventh world title – leveraging his legendary status for maximum exposure in sports betting, much like Jordan propelled Nike beyond sneakers.

Doing your homework 

Before signing a sports ambassador, brands must assess the right timing and fit, advises Delasport. A well-chosen athlete boosts engagement, market reach, and brand credibility – especially during expansion, major events, or peak performance moments.

Delasport’s partnership with Ronnie O’Sullivan exemplifies this strategy. While some saw his career winding down, Delasport seized the perfect moment – just before his seventh world title, maximising exposure. This foresight mirrors Nike’s signing of Michael Jordan, proving that timing can define a game-changing partnership.

Key metrics for choosing a sports ambassador

Brands must assess an athlete’s performance, marketability, and audience appeal before selection. Key factors include:

• Achievements – Are they competing at a high level.
• Personality – Do they align with the brand’s values and have a positive influence.
• Engagement – What’s their social media reach.
• Reputation – Any past controversies.

Delasport leveraged O’Sullivan’s influence through logo placement, documentaries, and global fan engagement, enhancing brand visibility.

Lessons from Delasport & O’Sullivan

• Timing is everything – aligning with an ambassador during peak career moments maximises brand impact.
• Market relevance matters – the ambassador’s sport should match the brand’s target demographic.
• Integration is key – sponsorship visibility in media, events, and digital content creates sustained engagement.

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