Are you among those intrigued by how casino companies and professional sports organizations are collaborating and want to know the potential impacts? Then this article is just right for you. After the online gambling industry started flourishing in the early 2000s, new possibilities, such as sports sponsorships, emerged. Although these partnerships initially focused on local clubs, the trend continued to change as online gambling became more popular.
In recent years, we have seen several high-profile clubs, such as Birmingham City, partnering with major online casinos. A 2023 BBC report showed that more Premier League shirts – 8 out of 20 – were sponsored by gambling businesses than any other industry.
What are the Benefits of Such Sponsorships?
The large following in the professional sports industry offers a good ground for sponsorships and brands. In just 2023, the size of the industry exceeded $100 billion and was anticipated to almost double after the next six years. Regions like Europe are home to some of the world’s largest sports leagues, such as La Liga, which offers a great opportunity to create brand awareness, especially for online casino companies seeking to dominate those regions.
The benefits of casino sponsorships in professional sports extend beyond enhancing brand awareness to boosting the financial resources of the team. This can be a game changer for the sport as it can lead to better equipment and infrastructure. And if the team wants to attract and retain top talent – which can be quite expensive – this financial injection can be very helpful. Mark you; Chelsea alone spent approximately 60 million euros to sign Pedro Neto from Wolverhampton Wanderers.
Fans also have a lot to reap. These partnerships can allow online casinos to provide sports-related content to encourage user engagement. Casino companies are always adopting new technologies to keep players hooked up to remain competitive and relevant. As a result, Market Research Future anticipated the sector to exhibit a CAGR of 6.48% over the next eight years.
So, when online casinos partner with sports, they can encourage the adoption of captivating technology within the sports industry. Imagine having to catch up with your favorite sports through immersive technologies like VR, all thanks to innovations in the casino world.
Tennis Sponsorships
While tennis sponsorship by online casinos was suspended by the Tennis Integrity Unit in 2016, these partnerships have become the order of the day in our contemporary sports industry. TIU suspended the sponsorship due to match-fixing that happened during the ATP Tour. Things, however, changed in 2020 after the suspension was lifted, paving the way for more partnerships.
Just recently, in early 2024, Betway confirmed a deal that would see it return to tennis as the official sponsor of the Miami Open. Betway’s branding was to be present in the courtside and online, showing the brand’s commitment to partnering with the largest sporting events. This move was welcomed by various key industry stakeholders, including Antony Werkman, the company’s CEO, who was excited because of the partnership.
Prior to the Betway sponsorship, Stake, another casino and sports betting provider, partnered with the International Tennis Federation (ITF), becoming the official gambling partner of the Billie Jean King Cup and Davis Cup. This was after Stake had partnered with other sports bodies, including Mumbai City FC in August 2022.
Well, as much as these partnerships offer numerous benefits for both fans and teams, they have also been met with serious controversies. For instance, there might be a conflict of interest; as gambling companies focus more on promoting their products, which can pressure players to endorse gambling, especially now that a good number of tennis fans view the game as a clean and noble sport.
Football Sponsorships
Since its launch in 2006, Betway has continued to reinvent itself to become a top player in the industry. Besides tennis sponsorships, Betway has also partnered with football clubs, including West Ham, which has contributed to its brand’s credibility in the UK and European markets. The company entered its most recent deal with Bologna FC 1909 in August 2024, making it the team’s global betting partner.
Other brands, including 888casino and Unibet, have not been left behind. Previously, 888casino sponsored Sevilla FC in Spain’s La Liga, while Unibet sponsored Paris Saint-Germain in France. Unibet, in 2023, confirmed a deal to become Leeds United sponsor for their training wear during the 2023/24 season.
Although several football teams have benefited from sponsorships, these partnerships have not been without controversies. Premier League teams in the UK consented to the suspension of tagging gambling sponsors on the front of their match shirts. It was just before the UK government published the Gambling Reform Whitepaper that would include extra player protection considerations.
As you can see, the popularity of professional sports provides a great opportunity for businesses in other sectors to improve their brand visibility and credibility. By sponsoring numerous professional teams, these gambling platforms can penetrate into new markets and widen their appeal. With such benefits available to casino companies, we expect that more organizations will likely adopt sponsorships into their marketing strategies.
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