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The agreement sees the ex-Tottenham Hotspur and Republic of Ireland striker provide insight to football fans with regular blog posts hosted on the operator’s editorial hub Betway Insider.
“It’s with great pleasure that we welcome Robbie Keane to our roster of brand ambassadors,” said Betway CEO Anthony Werkman.
“Robbie is well known with football fans in the UK and Ireland for his goalscoring achievements in the Premier League, while his record for the Republic of Ireland at international level speaks for itself.
“With the World Cup just weeks away, we’re all looking forward to hearing his thoughts on the world’s biggest football competition.”
As noted by Betway, Keane is Ireland’s all-time top goalscorer, and the 20th-highest goalscorer in international football history. The former striker also boasts 126 Premier League goals from his time at Spurs, West Ham, Liverpool, Leeds and Aston Villa.
Keane commented: “I’m thrilled to be joining Betway as a brand ambassador and I’m looking forward to sharing my views and opinions on the upcoming World Cup tournament and on the Premier League season.”
Betway added: “With World Cup 2022 just around the corner, Betway has already launched their UK and Ireland campaign, Quest To Qatar; where their customers get rewarded for their loyalty as they build a free bet pot for the international football tournament that kicks off on 20 November.”
Last month, the operator received a £408,915 ($463,654) penalty for marketing on the children’s pages of West Ham United Football Club’s website.
