Online sports betting community and affiliate OLBG has announced the appointment of broadcaster Jeff Stelling as its new brand ambassador, alongside the launch of a new podcast series titled The Jeff Stelling Show.
Under the agreement, Stelling will host a podcast featuring interviews with figures from across sport and entertainment. The series is positioned as a long-form, conversational format, with OLBG stating that Stelling will have broad editorial freedom to explore topics that may not have featured in his previous broadcast roles.
The show is expected to include a mix of personal stories, reflections on sporting careers and discussion of wider issues within professional sport.
Stelling is a recognisable figure in UK sports media, having built a long career across television and radio, most notably in football coverage. OLBG said his experience and network within the sports industry were key factors behind the appointment, as the company looks to broaden its media output and deepen engagement with its user base.
OLBG operates as an information and community platform rather than an operator, offering betting tools, data analysis, reviews and educational resources across sports betting, casino and bingo.
Commenting on the new partnership, OLBG CEO Richard Moffat stated: “We’re excited to announce Jeff Stelling as brand ambassador for OLBG and to be launching The Jeff Stelling Show later this year.
“This is a series designed to resonate with the loyal following Jeff has built over decades as one of British sport’s most recognisable personalities and the voice of Saturday afternoon football.”
Stelling himself added: “I’m absolutely delighted to be joining OLBG and am excited about how we can develop this new podcast series.
“I’ll be inviting guests, some old colleagues and others from the sporting world, to join in the fun and I’m sure there will be some cracking stories for viewers and listeners to hear.
“We’ll cover all the topics sports fans really enjoy, and as with everything over my career there is likely to be no shortage of laughs as well as seriousness.”
The move reflects a broader trend within the betting and sports media sectors, where platforms are increasingly investing in audio and video content to strengthen brand visibility and audience loyalty. In November, for example, FanDuel Sports Network integrated The Ringer podcasts into its programming lineup.
Jeff Stelling is best known for presenting Sky Sports' Soccer Saturday for 30 years
