Asian sportsbook Nova88 has named former England international Joe Cole as its new brand ambassador.
Welcoming Cole as ambassador, Nova88 stated that the former Premier League star had the ‘perfect pedigree and experience to give his expert insight on domestic, European and international football’ through the collaboration.
Nova88 will release a series of video content to mark the partnership, featuring the ex-Chelsea and Liverpool star being interviewed by former Sky Sports presenter Olivia Wayne.
Nova88 said: “Joe enjoyed an illustrious playing career having played in three World Cups, won three Premier League titles and played in a Champions League final. He is now proving to be one of the most popular and astute pundits in the game.
“A wonderful player and a great character, we are delighted to have Joe as Nova88’s brand ambassador.”
The now-39-year-old was unveiled at a PR launch day, with the betting brand releasing a video showing Cole ‘signing’ for Nova88, penning a contract whilst performing some trick shots.
“It’s great to sign for Nova88,” Cole said in the video. “They’re an ambitious and passionate team with big plans. I’m looking forward to giving you insights on European, Premier League and international football.”
Cole, who served as Chelsea’s academy coach after hanging up his boots in 2018, has worked with various publishers and operators, launching a podcast with JOE Media last year.
He has also enjoyed a spell as a football pundit for broadcaster BT Sports, becoming ‘one of the most popular’ faces on the circuit.