Sports sponsorships by the UK betting operator Ladbrokes are currently used as part of an integrated marketing approach rather than a standalone tool to acquire betting customers, a key marketing executive at Ladbrokes has said.
Online gaming company 32Red will use its recently-signed shirt sponsorship with Scottish football club Rangers to drive brand awareness, as well as consideration of the brand when sports fans choose an online gaming provider.
Online betting company Unibet will be the Official Betting Partner of the Ultimate Fighting Championship mixed martial arts organisation under a two-year deal, from March 2014 to March 2016.
Stock market-listed online gaming company Bwin.party deals last month with two sports teams linked to the newly-regulated New Jersey online gaming market in the US are focused on digital rights in line with the company’s increasingly cost-conscious approach to sponsorship.
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.
The value of the title sponsorship of Serie B, the second tier football league in Italy, rebounded in its latest deal with betting company Eurobet, following a drop of more than 50 per cent in the last year of the previous agreement.
A share of betting revenues from fans will help top up the English Football League’s income from its new title sponsorship deal with Sky Bet, after the deal fell short of the league’s revenue target.