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Serie B sponsorship works for Eurobet

Eurobet, the Italian betting company, has attracted 20 per cent of new registrations to its online betting service from its title sponsorship of Serie B, Italian football’s second tier league.

Eurobet signed a deal this summer for the title rights to the competition, which started on August 26.

Eurobet’s online marketing director Alexis Gregoriadis told Sports Sponsorship Insider that when asked the mandatory question, “Where did you hear about Eurobet?” around 20 per cent of registrants name-checked the Serie B sponsorship on registering with the service.

The figure is above Eurobet’s expectations, which had been based on assumptions from previous sponsorships of Italian Serie A team Genoa and Serie B club Palermo.

Click-through rates from advertising links on Google have also increased since the sponsorship, Gregoriadis said.

This is part of a fuller article on Eurobet’s sponsorship strategy and processes that is available to subscribers of Sports Sponsorship Insider here: http://www.sportbusiness.com/sponsorship-insider/serie-b-sponsorship-works-eurobet