Kevin Pietersen’s new role as Dafabet global ambassador has drawn scrutiny from the England Cricket Board.
The hit
Kevin Pietersen has signed as a global brand ambassador for Dafabet, according to SBC News. Pietersen, a specialist mentor for the England team, has reportedly assured the England Cricket Board he will not promote Dafabet while on England duty.
Why it matters
The deal tests the England Cricket Board’s voluntary code of conduct, brought in to protect the sport, its players & its viewers after past betting scandals. No rule bars Pietersen from the role, but contracts must clear Advertising Standards Authority age-appeal guidelines, ECB image rights approval & anti-corruption compliance checks. Dafabet has a sizable presence in markets where cricket betting is illegal, according to the Blask Index, adding to the scrutiny.
The record
| Deal announced | Pietersen announced the deal on his X account on Monday |
|---|---|
| Integrity case | Brydon Carse banned for 303 bets placed 2017-2019 |
| Dafabet’s UK ties | Front-of-shirt sponsor of Celtic; past deals with Bournemouth, Villa, Sunderland |
What happens next
Watch whether the England Cricket Board’s checks clear the deal, as an ECB investigation did for Brendon McCullum, England’s white-ball coach, before he cut ties with 22bet in April 2023.
Sources: Is Kevin Pietersen playing with fire as Dafabet partner?
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