There was a time when casinos and celebrity endorsements lived in different worlds. Casinos relied on neon lights, prime real estate, and word-of-mouth; celebrities built their empires on records, stadiums, and films. But the digital gambling boom has blurred those lines. Today, the faces of online casino brands aren’t just anonymous models in banner ads—they’re some of the most recognizable names on the planet: Drake, Neymar, Adin Ross, Cristiano Ronaldo, Snoop Dogg, and more.
The rise of celebrity endorsements in online gambling isn’t just about attaching famous faces to brands. It’s about culture, influence, and perception. When Drake spins a roulette wheel on a livestream, it doesn’t feel like advertising—it feels like a global event. And that’s exactly why casinos are willing to spend nine-figure sums to make it happen.
So, which stars have actually put their names, reputations, and sometimes their wallets on the line with casino brands? And what does it mean for the industry—and the millions of fans watching from the sidelines? Let’s break it down.
Drake: Hip-Hop Royalty Meets the Casino Floor
Few celebrity-brand pairings have made waves like Drake and Stake. Beginning around 2021, the Canadian rapper became not just a casual partner but the literal face of the brand. Reports suggest the deal could be worth over $100 million annually, and his livestreams—sometimes called “Drake’s Stake Nights”—regularly attract audiences in the hundreds of thousands.
Drake doesn’t just lend his name; he actively participates, wagering staggering sums on roulette, blackjack, and slots. Viewers have seen him lose millions in a single stream, only to shower fans with giveaways minutes later. It’s a spectacle somewhere between a concert and a casino floor, designed for virality.
The cultural effect is huge. Drake’s streams normalize gambling as part of celebrity lifestyle. His fans—many of them too young to legally gamble—see it as entertainment, not risk. Critics argue that makes his endorsement far more influential than a traditional ad campaign.
However it looks like things are starting to become shaky between Drake and Stake, just take a look at this:
Neymar Jr.: From the Pitch to the Poker Table
Neymar’s relationship with gambling goes back nearly a decade. A passionate poker player, the Brazilian forward first signed with PokerStars in 2015. The partnership was renewed in 2021, this time with Neymar positioned as the global ambassador for the poker giant.
Neymar’s deal was a natural fit. Unlike celebrities who sign casino endorsements purely for exposure, he’s genuinely immersed in the poker world, competing in high-profile tournaments and even ranking respectably against seasoned pros.
The marketing play is smart: Neymar embodies both glamour and relatability. To millions of football fans, he’s a superstar; at the poker table, he’s just another player trying to out-bluff his opponents. That duality gives PokerStars authenticity other deals lack.
Cristiano Ronaldo and Lionel Messi: Icons Cashing In
If Neymar brought charisma to PokerStars, Cristiano Ronaldo brought sheer star power. In 2015, Ronaldo joined Neymar as part of a PokerStars marketing blitz that put two of football’s biggest names front and center. His campaign emphasized discipline and mastery—themes consistent with his carefully curated public image.
Lionel Messi, meanwhile, took a different route. In 2022, he signed with BC.Game, a crypto-focused casino. The deal was notable not just because of Messi’s stature, but because it linked the world’s most famous footballer with a brand outside the traditional regulated space. While financial details remain private, industry insiders estimate it to be in the $5–7 million per year range.
Together, Ronaldo and Messi illustrate how online casinos leverage celebrity personas in different ways: Ronaldo the disciplined tactician, Messi the approachable legend. Both lend legitimacy to brands that want to stand out in an increasingly crowded market.
Adin Ross: Streaming’s Wild Card
If Drake made gambling cool for the mainstream, Adin Ross made it chaotic for the streaming generation. The Twitch-turned-Kick star has built his reputation on unscripted antics, controversial statements, and, increasingly, high-stakes casino streams.
Ross’s partnership with Stake—reportedly worth $1–2 million per month—solidified gambling as a major content vertical on livestream platforms. Alongside Drake, he co-hosted casino sessions that blurred the line between entertainment and advertising.
For younger audiences, Adin Ross may be more influential than Drake or Ronaldo. His streams often feel like hanging out with a friend rather than watching a celebrity campaign. That relatability makes his gambling endorsements powerful—and also controversial, given the age demographics of his viewers.
Snoop Dogg: Cool Factor Meets Casino Culture
Snoop Dogg’s brand has always been about effortless cool, and his forays into casino culture fit the mold. While not as headline-grabbing as Drake’s or Neymar’s deals, Snoop has lent his name, image, and music to various casino campaigns over the years, both land-based and online.
One notable example was his role as a brand ambassador for the esports and betting company Roobet in 2022. Snoop not only appeared in campaigns but also streamed himself playing, combining his signature laid-back humor with the fast pace of online slots and table games.
Snoop’s presence in gambling advertising is less about spectacle and more about vibe. He doesn’t need to convince you to play; he just makes it look like fun. And in marketing terms, that’s invaluable.
Why Celebrities Do It—and Why It Works
Celebrity endorsements in gambling aren’t new. Las Vegas casinos have long relied on headliner residencies to pull in crowds. But online casinos are playing a different game. They don’t need foot traffic—they need attention spans. And in the digital attention economy, celebrities are the ultimate shortcut.
Fans don’t just see Drake playing roulette; they imagine themselves doing the same. Neymar doesn’t just shuffle poker chips; he models how gambling can fit into a lifestyle of glamour and competition. Adin Ross doesn’t just stream slots; he makes it feel like part of the online culture his audience already lives in.
The risk, of course, is normalization. When losses of millions are brushed off as content, the average player is left with a distorted sense of reality. Regulators in the U.K. and Australia have already begun scrutinizing celebrity gambling promotions, and it’s only a matter of time before the U.S. follows suit.
Industry Expert Take
The rise of celebrity-driven casino marketing has attracted plenty of commentary from industry insiders. Mark Taylor, a gambling analyst at Casino Whizz, put it this way:
“When celebrities like Drake or Neymar partner with casino brands, it’s not just advertising—it’s an aspirational lifestyle play. Fans don’t just see an endorsement; they see gambling framed as success, fun, and even community. That’s powerful marketing, but it’s also why regulators are paying close attention. There’s a fine line between entertainment and influence.”
Taylor’s point underlines the tension at the heart of these deals: they’re massively effective, but not without consequences.
More Notable Deals
While the headlines belong to the Drakes and Ronaldos of the world, plenty of other celebrities have dipped into casino endorsements:
- Mike Tyson partnered with Playtech for themed slot games, bringing boxing fans into the casino fold.
- Paris Hilton was briefly associated with online casino promotions during the early 2000s boom.
- Connor McGregor has flirted with gambling partnerships, capitalizing on his image as a risk-taker.
These deals may not carry the same cultural weight, but they reflect just how broad the celebrity-casino pipeline has become.
Final Thoughts
Celebrity endorsements in the online casino industry aren’t going away. If anything, they’re becoming more central. For casinos, it’s a way to cut through the noise. For celebrities, it’s a way to expand their brand—and often earn staggering sums.
But for players and regulators, the picture is more complicated. Celebrity deals make gambling look glamorous, fun, and harmless. That image is powerful, but it’s not always aligned with reality. Behind every multimillion-dollar sponsorship and every viral livestream, there’s a reminder: casinos aren’t built on winners.
As more stars jump into the space, the industry will have to reckon with the dual impact of fame and influence. Because when Drake spins the wheel or Neymar deals a hand, millions are watching—not just fans, but regulators, critics, and everyday players wondering if maybe, just maybe, they could play the same game.
