Football

Spotlight Sports Group (SSG) has signed an agreement with existing partner LiveScore Group, covering distribution of its Superfeed Pre-Play football solution. Under the latest renewal, the partnership will be enhanced with the addition of Spotlight’s football offering, covering betting-led verdicts and insights from prominent football leagues. The duo first began cooperating in July, launching SSG’s Superfeed Racing across the LiveScore …

Betfair has linked up with Press Box PR in organising what has been described as a ‘world first’ horse race which predicts the winner of the 2022 FIFA World Cup. Called the Betfair Race to the World Cup Stakes, the digital PR agency staged the race at Haydock Park Racecourse last Saturday which featured six runners, representing the top teams …

FIFA has announced a major milestone in its commercial history, naming an official betting partner of the World Cup for the first time. Betano, the sportsbook brand of multinational operator Kaizen Gaming, has been selected by the football governing body, which will leverage this partnership to ‘engage and excite’ football fans around the world during the ongoing Qatar-based tournament. Kaizen …

Asian online gambling firm Asaa88 has scored a partnership with former Brazilian professional footballer, Rivaldo Vitor Borba Ferreira. In being named the first brand ambassador of the Asaa88, the operator gains advertising rights to Rivaldo for the entirety of its advertising and marketing campaigns in the continent. “I’m excited to start this collaboration with Asaa88 because they express my great …

As the 2022 FIFA World Cup gets underway, Flutter Entertainment has confirmed that the Qatar-based competition is set to be the most popular betting event of the calendar year for the group. The sports betting, gaming and entertainment provider’s UK and Ireland brands – Sky Betting & Gaming, Paddy Power and Betfair UK – have predicted over £300m in overall …

Sportradar has launched an artificial intelligence and machine learning-driven social engagement solution – Sportradar Virtual Stadium. The solution looks to help sportsbook operators to connect more deeply with bettors and ‘enrich the user experience’ throughout the upcoming World Cup in Qatar, particularly trying to create a personalised betting experience. Operators will be able to choose which social components to include …

AFUN has secured Brazilian footballer Raphinha (Raphael Dias Belloli) as a brand ambassador. The forward has recently been called up to play for his national team at the 2022 Qatar World Cup and through the partnership, will aim to bring ‘passion, fun and entertainment of football’ to fans in the country.  Focusing on the Brazilian market, AFUN launched its online …

Asian online gaming platform M88 Mansion has signed Steven Gerrard as a World Cup 2022 brand ambassador. The English football star will aim to promote the operator across the Southeast Asian region by engaging in several digital and promotional activities. M88 Mansion’s Head of Commercial, Alan Wafer, commented: “We are ecstatic that Steven Gerrard agreed to become our brand ambassador …

Real-time sports updates provider, LiveScore, has partnered with 1998 World Cup winner and Arsenal legend Emmanuel Petit for a World Cup campaign. Looking into the lengths football fans go to keep up with following scores, the campaign reveals that 40% say if a football match is on that they’re unable to watch, they have a ‘real fear’ of missing the …