Sponsorship Proves Valuable For Betting Sites

Jake Cooper | 13 Mar 2017

Betway struck a £20 million deal with West Ham UnitedFor online sports betting sites, probably the most valuable form of brand exposure and marketing around is sports sponsorship. Sponsorship is an unparalleled way for betting sites to get more directly involved with the sports that they promote, as well as appealing to players in an engaging way as they attend their favourite sporting events.

It’s no wonder that so many major online betting brands have turned to sponsorship to get their brands seen by thousands, if not millions, of avid sports fans worldwide. Bettors and sports fans may have seen betting operators as the title sponsors of certain events, or they may have seen adverts run during commercial breaks while watching televised sports championships.

There are numerous ways for betting sites to use sponsorship to their benefit, including inventory-share on screen and having their logos branded across sports teams’ uniforms. Either way, exposure is practically guaranteed, and many sites are effectively boosting their player base with cleverly-placed sponsorship advertising.

Top Betting Brands Boosting Revenues

There are also many current examples of how major online betting companies have capitalised on sports sponsorship to considerably boost their revenues. Brands like Bwin and Bet365 have dedicated substantial portions of their advertising tenders to sport event coverage, and at the start of the latest La Liga season, Paddy Power-Betfair also announced that they had inked an agreement to become one of FC Barcelona’s official international partners for the next two years.

Rapidly growing brand Betway has also inked recent deals with five German Bundesliga teams for exclusive rights to in-stadium branding. In 2016, the company also struck a £20 million deal with West Ham United for a three-year shirt branding agreement – the most lucrative deal ever signed by the East London EPL team.

Betway also actively sponsors and advertises at racing, snooker, darts and tennis events, a practice to which the company owes a notable portion of its annual takings. Likewise, betting mogul William Hill has numerous sponsorship deals covering the Scottish Cup, the World Darts Championship, and sponsors Chelsea, Everton and Tottenham of the English Premier League.

Digital Brand Exposure Appeals To New Generation

The popularity of using sports sponsorship as a method of advertising seems to be paying off for many online bookmakers. Sponsorship allows companies to reach out to thousands of sports viewers, which is already an established market of sports fans with a compatible set of interests.

It has also been noted that sports sponsorship may potentially portray online betting brands as both professional and good value, which can in turn boost the number of players willing to join them.

Furthermore, digital branding is in line with the modern forms of online and social media most commonly used today, which may effectively capture the attention of a whole new, younger generation of bettors.