Planet Sport Bet, the sportsbook arm of the UK’s leading independent sports media group, Planet Sport, has signed former Premier League player and respected pundit Robbie Savage as its new brand ambassador.

Savage joins Planet Sport Bet ahead of the new football season and will provide regular content throughout the campaign by sharing his thoughts and opinions on the latest news and events right up until next summer’s European Championship. The former Welsh international will also be the face of Planet Sport Bet’s advertising and promotional campaigns. 

The celebrated media pundit will promote Planet Sport Bet across external media including the wider Planet Sport group whose established network of brands include football titles Football365, Planet Football and TEAMtalk.

Planet Sport launched Planet Sport Bet in 2021 as part of the founding of a Betting & Gaming division that also houses multi-sports media title PlanetSport.com and recent acquisition, Tipstrr, a content subscription platform.

Savage made over 500 appearances during a club career that spanned more than 15 years. The former Leicester City, Derby County and Birmingham City midfielder also won 39 caps for Wales and since retiring has become a well-renowned pundit on both the BBC and TNT Sports, while he is also currently Director of Football at Macclesfield FC.

Mike Grenham, MD, Betting at Planet Sport said: “We are delighted to have signed Robbie Savage as our brand ambassador. Robbie always offers honest, insightful, and hard-hitting opinions on the game’s key talking points having had experience at all ends of the football pyramid, and we’re sure he’ll really appeal to our customers.

“His infectious personality is just what we at Planet Sport Bet were looking for as an ambassador. Though Robbie likes a laugh, he also understands the need to work in a responsible way when gambling is involved; that’s something very important to us too.”

Planet Sport Bet brand ambassador Robbie Savage said: “Planet Sport Bet might be a relatively new sportsbook, but knowing it was from the guys behind TEAMtalk and Football365, I could see it was going to be something special. Planet Sport is a business going places and I’m delighted to being part of the team for the new football season.

“This year’s campaign looks set to be a real cracker with so many subplots along the way, and I’m looking forward to sharing some typically honest views around the key news and events – and maybe even the odd winning prediction – over the coming months with the wider Planet Sport fanbase.”

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