Sportsbook Sponsorship Sees A BoostJake Cooper | 21 Jun 2017
One of the latest and most prominent trends in the online sportsbook industry is sponsorship. With numerous sponsorship deals being inked over the last few months alone, sports betting operators have seemingly discovered the merits of adding prominent sporting teams and clubs to their lists of ambassadors.
In a competitive industry, such as that of online gambling and sports betting, regulated operators are always upping their game in terms of brand promotion – and the use of popular sporting celebrities and teams have been shown to attract these personalities’ fans to try online betting for the first time.
32Red Extends Sponsorship Deal With Scotland’s Rangers
Half way through June, 32Red demonstrated the industry’s rise in sponsorship by choosing to extend its current deal with the Scottish Premiership’s Rangers football club. The renewed agreement is set to last for two years between 2017 and 2018, and will end at the close of the 2018-2019 season.
Under the deal, 32Red’s logo will continue to feature on the Rangers’ football jerseys, and the betting brand will also enjoy branding opportunities at the team’s home stadium, Ibrox, and on its social media and digital platforms.
CCO of 32Red Matt Booth commented on the renewed sponsorship agreement, noting that the brand has already enjoyed three years as the Rangers’ official club sponsor. 32Red, Booth said, is pleased to confirm the extension of the deal, which will continue to see the firm’s branding featured prominently on the teams’ uniforms.
Sky Bet Signs England’s Yorkshire County Cricket Club
Just a few days prior to 32Red’s announcement, Sky Bet also approved a deal to become the official gaming and betting sponsor of England’s Yorkshire County Cricket Club.
The agreement will run for three years initially, with Sky Bet aiming to use the new partnership to boost the market presence of its online and mobile betting platforms. Sky Bet, which is headquartered in Leeds, Yorkshire, will also enjoy rights to the club’s hospitality, branding and digital advertising portfolios.
Commenting on the new deal, Yorkshire’s commercial director Andy Dawson noted that Sky Bet is one of the UK’s biggest sports betting hubs, which is committed to helping the team and its fans add to their match-day experiences.
CEO of Sky Bet Richard Flint added that Yorkshire has been the company’s home since 2001, and thus it is pleased to be able to back its local team and improve its image among local punters.