Online casino and sports betting operator Fun88 has deepened its sporting links after recruiting Los Angeles Lakers legend Kobe Bryant as a brand ambassador.

As per the agreement, Bryant and Fun88 are to work together across several key markets, including the United Kingdom and Asia, where the brand stresses it is to focus and help its principle target audience “understand the industry in the right way”.

Of the link-up, Bryant stated: “I’m extremely excited to work with Fun88 because I immediately connected to their brand message of ‘how to live your dream’. 

“Part of the mamba mentality is to have the confidence and bravery to live your dream every single day. While it’s important to have a dream, it’s more important to commit to making that dream a reality.”

Michelle Kendricks, Fun88 branding director, added: “We welcome Kobe Bryant to the Fun88 family. Fun88 is absolutely thrilled to team up with Kobe Bryant. We are confident this collaboration will bring additional interest to the gaming industry, and will magnify Fun88 as one of the top premium brands in the industry. 

“The affiliation with Kobe Bryant is not only to engage all Fun88 existing members but also introduce us to a wide range of sports audiences.”

This becomes the latest sports based agreement by the firm, with Fun88 a partner of Tottenham Hotspur as well as also holding a shirt sponsorship deal with Newcastle United.

Furthermore, the brand also counts former Liverpool striker Robbie Fowler and two-time NBA regular season MVP winner Steve Nash as brand ambassadors.