This paper examined the relationship between celebrity characteristics and customer patronage of Betkings Nigeria in Akwa Ibom State. The researchers employed the descriptive survey research design. The primary data were obtained through questionnaire administration. The researchers employed simple percentage method to analyse the demographic data of respondents. Simple regression was used to test the hypotheses. Furthermore, the findings of the study revealed that all the proxies of celebrity characteristics (celebrity fit, celebrity credibility, celebrity expertise, celebrity physical attractiveness, and celebrity trustworthiness) had significant relationships with customer patronage of Betkings in Akwa Ibom State. Based on the findings, it was concluded that there is positive and significant relationship between celebrity characteristics and customer patronage of Betkings in Akwa Ibom State. It was recommended among others that Betkings should scrutinize the credibility of the endorsed celebrity because credibility determines how the advertising information would impact the customers in terms of the communicated message.
