Sponsorship – FairOdds Network

January 10, 2025

2025 predictions: Brazil to remain fluid, adopting novel betting types, sponsorships may be reviewed

How will the gambling sector evolve in 2025? We asked the industry to consider how key trends in 2024 will progress into this year

Ushering in 2025, the sector has hit the ground running in preparation for ICE Barcelona in a couple of weeks. Across the pond a couple of US states have kicked off their legislative sessions this year with bills supporting online gaming launches. But the holiday period provided enough downtime to reflect on ways the gaming industry evolved in 2024 and then consider what will likely dominate the headlines and earnings calls in the year to come.

Brazil’s legal online betting launch captured the most eyes in 2024’s news flow, and how the licensed market will navigate its infancy stages will pique the sector’s interest in coming months. Last summer, 113 operators applied for early-stage licences to enter the market, hoping to be among the first to launch on 1 January.

Brazil’s SPA then awarded 66 approvals at the turn of the year, including 14 full and 52..

August 29, 2024

Betano named new official sponsor of two major Uefa competitions

Kaizen Gaming-owned Betano has signed a three-year agreement to become the official sponsor of Uefa’s Europa League and Europa Conference League football competitions.
Kaizen’s Betano brand will sponsor the two Uefa competitions until the end of the 2026-27 season. Meanwhile, Kaizen’s Stoiximan brand will be the sponsor of the Europa League and Europa Conference League in Greece and Cyprus, the two countries in which it operates.

The move follows Betano’s sponsorship of Uefa’s Euro 2024 tournament over the summer as the competition’s first ever betting partner.

The new deal was signed in Monaco ahead of the draws for the two competitions, with the Europa League and Europa Conference League set to get under way on 25 September and 3 October respectively.

Kaizen Gaming deputy CEO Aris Dimarakis said he is excited to continue working with Uefa after the success of its Euro 2024 sponsorship.

“During Uefa Euro 2024, we formed an impeccable partnership with Uefa, elevating the experience..

August 23, 2024

Ladbrokes becomes official betting partner of Liverpool in UK&I

Entain-owned Ladbrokes has been named the new official betting partner of Premier League club Liverpool.
The multi-year betting partnership announced today (23 August) sees Ladbrokes branding on featured LED screens at the club’s Anfield stadium, as well as at Liverpool Women’s St Helen’s Stadium.

Ladbrokes will provide “exclusive content opportunities” and a number of betting activations aiming to “reward and entertain” Liverpool fans.

Additionally, the agreement aims to support local communities with Entain’s grassroot sports investment programme. This aims to grow grassroots football in Liverpool and the surrounding area.

Notably, the partnership will adhere to the Premier League’s Code of Conduct for Gambling Related Agreements in Football. The code was introduced prior this season and focuses on ensuring partnerships between clubs and gambling companies adhere to the four principles of protection, social responsibility, reinvestment and integrity.

For Entain chief commercial o..

June 28, 2024

BetMGM enhances Newcastle United partnership as UK betting push continues

BetMGM has announced an enhancement to its existing partnership with Premier League side Newcastle United, becoming an official betting partner of the club.

Newcastle and BetMGM initially entered into a partnership in September 2023 as the operator sought to boost the marketing push for its UK launch.

In its role as a new official betting partner, BetMGM’s brand will feature on screens across Newcastle’s home ground of St James’ Park. BetMGM will also look to offer activations to fans, such as giveaways and unique experiences.

Sam Behar, UK director of BetMGM, said he believes the partnership with Newcastle aligns with the operator’s own values.

“Our BetMGM partnership with Newcastle United has been a success and we are delighted to continue building on this fruitful collaboration,” Behar said. “I can’t wait to get this season started and see Newcastle United continue on their journey.”

Newcastle’s chief commercial officer Peter Silverstone added: “We have helped BetMGM to drive b..

January 8, 2024

Corinthians signs record R$370m deal with VaideBet

Corinthians has announced a R$370m (£59.8m/€69.4m/$75.9m) deal with VaideBet, the biggest ever sponsorship in Brazilian football history.

One of the biggest clubs in Brazil, as well as South America, Corinthians will have VaideBet as its front-of-shirt sponsor for the next three years. The partnership is VaideBet’s first move into the football market.

The agreement comes in the wake of the approval of Bill 3,626/2023, with sports betting soon to be legal in the country.

Corinthians president Augusto Melo said: “We are very happy to bring Corinthians the biggest sponsorship in the history of Brazilian football. We have always stressed that Corinthians has the biggest brand in South American football and one of the biggest in world.”

Andre Murilo, chief financial officer of VaideBet, added: “Sponsoring Corinthians is sponsoring not only one of the main institutions in Brazil, but also a club with a very beautiful history and a fan base that is admittedly passionate, engaged and uniqu..

January 5, 2024

BetMGM to become new sponsor of Premier League Darts

BetMGM will become the new sponsor of Premier League Darts for 2024 after an agreement was announced on Thursday.

BetMGM and the Professional Darts Corporation (PDC) reached a deal for the operator to replace Cazoo as the new title sponsor of darts’ “biggest roadshow event”.

With a total of £1m (€1.2m/$1.3m) in prize money available, eight players will face off across 17 nights primarily in venues across the United Kingdom and Ireland. Rotterdam, Berlin and Dublin will also host events before the play-offs in London in May.

The partnership between the PDC and BetMGM comes in the wake of the 2024 World Darts Championship. Wednesday’s final became the most-watched non-football event in Sky Sports’ history with 3.75m viewers.

PDC chief executive Matt Porter said: “The Premier League will reach a huge live audience and a massive global television audience across four months, and we’re delighted to welcome BetMGM as our new title sponsor.”

Sam Behar, UK director of BetMGM, added: “We a..

May 19, 2023

Novibet pens deal with Irish Guineas Festival

Novibet has signed a deal to become the official betting partner of the 2023 Tattersalls Irish Guineas Festival at The Curragh Racecourse in Ireland.

The GameTech operator will be the named sponsor of six races across three days including the Novibet Emerald Mile and the Novibet Guineas Festival Premier Handicap.

“We are delighted to be named as the Official Betting Partner of this year’s Irish Guineas Festival in what is the biggest horse racing sponsorship we’ve been involved with so far,” said Novibet’s Ireland country manager Karl Riley.

“The Irish Guineas is a meeting which is one of the biggest in Irish flat racing and we are very excited to be increasing our presence in this area.”

The deal follows the business’ recent news that it is to sponsor Brazilian football team Fortaleza Esporte Clube.

Racing and sponsorship manager at the Curragh, Evan Arkwright, added: “We are very excited that Novibet has selected the Curragh to launch their biggest horse racing partnership to da..

April 14, 2023

Not such a special one: The Premier League shirt “ban”

Following news of the Premier League gambling sponsorship ban, Jon Bruford queries whether this is at best belated and at worst ineffective.

In an unsurprising move, the English Premier League has collectively agreed to remove gambling sponsorship from the front of clubs’ match day shirts.

For those not interested in sports, this is football (soccer) and the Premier League is one of the most watched professional leagues of any sport, anywhere in the world.

This will certainly be met with smiles by most of the industry’s critics but, let’s face it, this is a largely pointless move made by the league so they don’t lose all the revenue from gambling. It’s placatory at best, pointless at worst. Why?

That’s a great question and one I’m glad you asked. But where do we begin?

The gambling industry – and its critics – has recognised that advertising around sport is potentially a problem for quite a while. Even those industry guardians the Betting and Gaming Council (BGC) have stood astr..

February 20, 2023

William Hill named as Grand National’s official betting partner

William Hill has been named as the official betting partner of the Grand National in a three-year deal.

As well as being the official betting partner, the deal will see William Hill named as the sponsor of three races held at the Aintree racetrack during the Grand National.

The festival runs from 13-15 April.

The three races are the Grade 1 William Hill Aintree Hurdle on 13 April, the William Hill Handicap Hurdle on 14 April and the Grade 3 William Hill Handicap Chase on 15 April.

Non-runner, money-back

william hill will be offering bets with non-runner, money-back terms

Daryl West, William Hill’s head of sponsorship, social and PR said the company was “delighted” to be involved as the event’s official betting partner for the next three years.

“The Grand National Festival at Aintree is one of the pinnacles of the National Hunt calendar and we are delighted to be involved as the official betting partner for the next three years,” he said.

“Horseracing is a vital part of our heri..

January 9, 2023

Blaze and Parimatch score Brazilian football sponsorship deals

Blaze and Parimatch have agreed to sponsorships with Brazilian football clubs Atlético Clube Goianiense and Botafogo, after the collapse of efforts to introduce a locally regulated sports betting market in the country.

Campeonato Brasileiro Série B side, Atlético Clube Goianiense, announced the sponsorship with Blaze, a sportsbook online provider. Blaze will feature on the club’s kits as the main sponsor.

The length of the deal is currently undisclosed.

Meanwhile, Campeonato Brasileiro Série A team Botafogo agreed a two-year deal for online sports provider Parimatch to become its main shirt sponsor.

Nick van Gorsel, director of operations at Blaze, said that the company is proud to be the new sponsor of Atlético Clube Goianiense.

“The club has a passionate and loyal fan base that will complement our growth. It is a great honour for everyone at Blaze to be part of the ACG family and we will do our part in supporting the club.”

Adson Batista, president of the club, added that the c..

November 18, 2022

Bwin renews sponsorship agreement with Euroleague Basketball

Bwin and Euroleague Basketball have renewed their multi-year sponsorship agreement, which will now continue until 2026.

The four-year extension, which covers Bwin’s Greek territory, is the third renewal of the partnership.

As part of the renewal, Bwin’s branding will continue to be shown at Turkish Airlines Euroleague and 7Days EuroCup games.

“We are proud to continue our partnership with the EuroLeague, the biggest European basketball organisation,” said Ionna Beriou, director of corporate affairs at Bwin. “We share the same values and our goal is to contribute to further promoting and developing basketball throughout Europe.”

“Our extensive experience with sponsorships will hopefully be an invaluable contribution to both the EuroLeague and the EuroCup. Our aspiration is to create the needed conditions so that through this cooperation greater goals are continuously achieved.”

The renewed deal will also see Bwin contribute fan experiences for the Turkish Airlines Euroleague Final ..

November 2, 2022

William Hill scores in-stadium betting partnership with Celtic

Bookmaker William Hill has entered an in-stadium retail betting partnership with Scottish Premiership football club Celtic.

Under the deal, William Hill will become the team’s official in-stadium betting partner and operate retail betting facilities inside the club’s Celtic Park home.

The arrangement will run for two years, with fans able to place a range of bets and also take advantage of exclusive offers and promotions on Celtic home matchdays.

“We are delighted to partner up with Celtic at their iconic home and deliver our unrivalled retail betting experience to the Celtic faithful,” William Hill’s director of media, sponsorships and UK creative, Liam McKee, said. It promises to be another exciting season at Paradise, and we are thrilled to be along for the journey.”

Celtic’s commercial director Adrian Filby added: “We are very pleased to be partnering with an industry leader in William Hill. We are certain that supporters who use this service will benefit from an enhanced stad..

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Tag: Sponsorship