Fairplay signs David Bentley as ambassador on one-year deal

Fairplay has signed former Tottenham Hotspur, Blackburn Rovers and England international David Bentley as an ambassador on an exclusive one-year deal, the company said.

Fairplay said Bentley will provide previews and comment on “big games and key talking points” during the upcoming Premier League season, as well as attend sporting events, engage with fans and share live content.

The company said planned appearances include England internationals, Spurs games, major boxing bouts and Cheltenham racing fixtures.

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."

Fairplay said Bentley is its second ambassador addition this month, joining Grade 1-winning racehorse trainer Warren Greatrex. The company said Fairplay began as a social peer-to-peer betting platform in 2023, with sportsbook Fairplay Bet launching following the award of a sportsbook licence, and that it has an on-course presence at British racecourses including a pitch at Glorious Goodwood this year, with plans to acquire pitches at Cheltenham and Newbury for the 2026/27 National Hunt season.