By Paul Nicholson
August 20 – The start of the Premier League season in England has been accompanied by a flurry of club sponsorship action from online gaming and betting companies eager to tap into the Premier League fan base.
Latest to announce a deal is Premier League newcomer Crystal Palace who have announced a one-year agreement with 12Bet, making the betting firm the club’s stadium sponsor and official betting partner.
This is the first time a betting company has signed a stadium sponsorship deal with a gaming operator, though it is understood that 12Bet will not have naming rights to Palace’s Selhurst Park. No figure for the deal has been announced.
Rory Anderson, chief executive of 12Bet, said: “We are delighted to be the first company in our sector to pull off a stadium sponsorship deal in the Premier League. 12Bet are an in-play football betting specialist, so to have a Premier League stadium associated with our brand is a real coup for us.”
West Bromwich Albion announced just days before the start of the season TLC88 as their online gaming operator TLC88.com. TLC88 has grown rapidly over the past two years into one of the leading Asian betting firms with its sportsbook and casino brands focussed on the Asian markets.
Arsenal similarly signed an online gaming partnership focussing on Asia, with a three-year del with Bodog. Arsenal’s pre-season tour to Indonesia, Vietnam and Japan reinforced their commitment to their brand and fans in the region, rewarding the club with a deal believed to be worth “multi-millions”
The agreement allows Bodog to generate content and implement marketing drives using Arsenal first-team players. Bodog also has access to the club’s database and will be able to target fans in Asia with tailored betting offers around matches.
Another club to announce an official international betting partner on the eve of the new season was Mancheter City who signed a two-year deal with 188BET.
The online gaming company, only founded in 2006, has already established itself as an in-play specialist, with over 400 football leagues worldwide and over 10,000 live games for in-play betting every month. The Man City hook-up adds to their club portfolio with a deal already in place with Liverpool.
188BET will activate its sponsorship using City’s crest and player imagery throughout key regions and markets in addition to having a strong presence on the Club’s Malay, Thai, Chinese and Indonesian websites.
The rush for clubs has not been confined to England. Austrian-based bwin.party has purseued an international sponsorship strategy that is focussed on signing up some of Europe’s leading and most iconic football clubs. It’s most recent addition was Olympique de Marseille in a three-year sponsorship deal that will see the bwin brand become OM’s official online betting and gaming partner.
Marseilles join Real Madrid, Manchester United, FC Bayern, Juventus and RSC Anderlecht in thebwin sponsorship portfolio.
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