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[[Calvin Ayre]] continued to build Bodog's brand name through numerous advertising campaigns and sponsored events. Poker's popularity was on the rise following the 2003 [[WSOP]]. Bodog reached agreements with David Williams and Josh Arieh (the 2nd and 3rd place finishers in the 2004 WSOP) to don the brand's logo in upcoming televised events. To work around United States' restrictions on gambling advertisements, Bodog aired commercials promoting free-to-play poker on their alternative domain (''bodog.net''). Customers searching for the site would inevitably stumble upon the pay-to-play version on the main site.
[[File:David_Williams_Bodog.PNG|thumb|200px|left|David Williams interviewed during the 2008 WSOP at the Palms Hollywood Suite.]]
Ayre expanded the brand with non-gambling related projects. This included a music label (Bodog Music), sports blog (BodogBEAT), MMA event (Bodog Fight), and music reality show (Bodog Battle of the Bands).