Bookmaker Paddy Power has charged Cocktail Marketing with raising its profile in the UK.
Partnership marketing is due to kick off in the summer with male lifestyle brand partnerships. Activity aims to make "risk-based entertainment" more accessible.
It is targeting new betting customers of high net worth with a key audience of 20-50 year old males.
"Partnership activity is a cost-effective way to build awareness and drive sales, while being marketed in new environments," said Tim Woolias, marketing manager at Paddy Power.
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