By Jaroslaw Adamowski
August 12 – Betting operator Synot, title sponsor of the top tier of the Czech football league, has opened talks with clubs to implement a programme aimed at increasing match attendances.
“We need to give people more entertainment, … a stronger experience, and [have] better marketing,” said Ivo Valenta, Synot’s chief executive. “We are planning to finance pilot projects involving voluntary loyalty programmes for some of the clubs.”
Valenta told Czech daily Mlada fronta DNES that, with the aim of luring more spectators to local stadiums, Czech sides shouls implement loyalty programs for supporters and significantly increase their marketing efforts.
Under a deal signed by Synot and the country’s football association FACR, the firm will serve as the title partner of the Czech top tier for a four-year period, starting with the 2014/2015 season. The contract has an option to be extended by a further four years. Previously the title sponsor was Gambrinue
The amount of the deal was not disclosed by the FACR. However, local media reported that the deal with Synot exceeds the worth of the previous contract with local beer brand Gambrinus which paid the league some 50 million krona (€1.9 million) per year.
Asked about the amount of cash Synot had available to contribute to the development of the Czech league, Valenta said it was in the range of “hundreds of millions of krona”.
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