Fairplay has signed former England international David Bentley to an exclusive one-year ambassador agreement as the betting brand expands its football content and wider sports presence.
The partnership will see Bentley contribute match previews and comments on major Premier League games during the 2026 - 2027 season. He will also take part in fan-focused content and appear at selected sporting events.
David Bentley is expected to feature around England international events. His role will cover more than football, giving the brand a presence across several major events in the British sporting calendar.
For fans using the Fairplay app, the partnership is expected to bring more match-related material and event content to the brand's digital channels. David Bentley's work will include previews, reactions and other content linked to major fixtures.
Fairplay said the agreement follows a successful working relationship with Bentley during the 2026 World Cup. The company used him to create content around England's matches and the wider tournament experience.
The campaign brought solid engagement for the company. Fairplay said its World Cup push for Bentley brought in 24 million views and 775,000 interactions. It also noted that the social pages picked up over 1,600 new followers. On top of that, Bentley’s Instagram grew by roughly 40,000 followers during the same time.
Bill Gowing, Fairplay's founder and managing director, said the company wanted to continue the relationship after seeing the response to the World Cup content. He said Bentley would be involved in football discussions and content rather than simply serving as the face of an advertising campaign.
That approach will shape Bentley's work with the Fairplay app during the new season. The company plans to use his football background and direct connection with supporters to produce content around games and sporting events.
The appointment also adds to Fairplay's growing group of sports ambassadors. The company recently signed National Hunt trainer Warren Greatrex as another ambassador ahead of the season.
Greatrex brings a horse racing focus to the brand, while Bentley strengthens its connection with football. The two appointments give Fairplay access to audiences across two major areas of British betting.
Fairplay has also been expanding its presence at British racecourses. The company made its first on-course appearance at Glorious Goodwood this year and has said it plans to pursue additional pitches at Cheltenham and Newbury for the 2026 -2027 National Hunt season.
The wider strategy combines digital betting with a more visible presence at major sporting venues. For Fairplay, that creates opportunities to connect online activity with live events and personalities familiar to sports fans.
Bentley’s time as a player connects well with the partnership theme. He has turned out for England at the senior level.
His new role will now move from the pitch to media and fan engagement. Through the Fairplay app and the company's social channels, Bentley is set to provide regular football content as the Premier League season develops.
The agreement runs for one year. David Bentley will therefore have a full season to develop the partnership and appear across the company's planned sporting content and give more exposure to the brand’s betting products.
David Bentley will also bring experience from top-level English football, giving Fairplay a familiar name as it seeks to build regular conversations around the biggest fixtures during the season ahead.
