Betby Expands Global Campaign with Magnus Carlsen: “Leaders Choose Leaders” Enters Next Phase

Betby has unveiled the next phase of its global campaign featuring chess grandmaster Magnus Carlsen, titled “Leaders Choose Leaders.”

Building on the success of the initial launch, this second phase explores the connection between leadership, trust, and strategy—emphasising the importance of strategic decision-making within sportsbook operations.

The campaign draws comparisons between Carlsen’s analytical mindset in chess and Betby’s strategic approach in the sportsbook sector, positioning Carlsen as a figure whose mastery of foresight and calculated thinking mirrors how businesses navigate competitive markets.

Through this continuation, Betby underscores how sound decision-making and vision are vital for achieving consistent performance, whether across the chessboard or in the business world.

The campaign’s rollout coincides with Betby’s appearance at SiGMA Central Europe, where the company will continue showcasing its influence within the global sportsbook landscape.

Magnus Carlsen, the five-time world chess champion, first joined forces with Betby in 2024, lending his expertise in strategy and analysis to the brand’s storytelling. The collaboration connects the precision of chess strategy with data-led decision-making in sports betting operations.

Pierre Pulis, Head of Marketing at Betby, said:

“Magnus represents the essence of leadership… mastery, resilience and strategic brilliance.

At Betby, we share that same mindset in how we empower our partners to make confident, data-driven decisions. ‘Leaders Choose Leaders’ captures that connection perfectly.

Magnus Carlsen is not only a world champion but a symbol of intellect, precision and leadership.

The campaign captures the idea that even the greatest minds can stumble when stepping outside their area of expertise, yet when it comes to strategy and calculated moves, Carlsen always prevails.”

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