Online Sportsbooks Vie for Football Sponsorships

Jake Cooper | 26 Jul 2017

Football Sponsorship SeasonUntil this summer, football season for online sportsbooks generally meant trying to offer competitive odds and prices, running promotions, and ensuring their sites were kept updated with news and fixtures. Summer this year has seen a number of sportsbooks usher in a significant change in their approach to the beautiful game.

For those sportsbooks, this is undoubtedly the summer of major football club sponsorships – and those sports betting operators no doubt hope that the season will lead into a winter of great content.

LeoVegas Looks to Norwich, Brentford

One of the first sportsbooks to make headlines as a football club sponsor this year was LeoVegas. The online and mobile sportsbook signed with not only Norwich City FC, but Brentford FC as well.

In terms of the Norwich deal, the sportsbook is the club’s major sponsor for the next three years. LeoVegas branding will appear on the team shirts as well as at its home ground at Carrow Road.

Incidentally, the sportsbook did not stop at sponsoring football clubs. It also signed a sponsorship deal with Leicester Tigers Rugby Union team.

The sportsbook’s UK head, John Sinclair, described the moves as the commencement of a new era. It appears his words can be applied to the industry and its closer relationship with football in general.

ManBetX Enters the Crystal Palace

ManBetX, a UK-based online sportsbook with a focus on the Asian markets, announced a long-term sponsorship deal with Crystal Palace FC earlier this year. According to reports, the club was very proud of the deal, which it claimed to be the eighth biggest one in terms of value in the English Premier League.

A spokesman for the sportsbook described the deal as opening up a new, far-reaching platform for the operator.

Royal Panda and Queens Park

Malta-based online sportsbook Royal Panda not only celebrated its entry into the realm of UK sports betting; it also celebrated a major sponsorship deal with Queens Park Rangers FC.

The football club’s commercial director, Euan Inglis, said that the club was overjoyed with the sponsorship. He added that match days would feature exciting and innovative brand activations.

Other Sponsorships

Other major sponsorship deals between UK football clubs and online sportsbooks include Scottish First Division’s Ayr United FC’s sponsorship by Bodog, and Burton Albion FC’s sponsorship by Turkey-focused sportsbook Tempobet.

One thing’s for certain – this is going to be a football season unlike any other. Online sportsbook operators have upped their game, and it looks like things are only going to get more exciting from here on. [[[/Main Text area]]]


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