BOF Blog – Getting Active! How to maximise football partnerships and sponsorship


Having heard in session 1 of BOF, that cash in hand marketing attitudes are no longer valuable. Morning Session 2 looks at how to maximise coverage and attach effective measurements on betting sponsorship/partnerships.

A panel consisting of industry marketing and sponsorship insiders, sets out how to plan and execute effective partnership values that can garner global brand reach.

Session Panel



SBC Notes

  • Lee Ann Johnstone – commenting on NETELLER’s high coverage partnership with Crystal Palace FC, Johnstone states that her team were able to transfer successful processes and mechanisms from its day to day marketing and acquisition operations to its club sponsorship.

    Johnstone states that firm marketing values, can and should be transferred, sponsorship should not stand alone as a marketing practice!

  • Clive Russell – Club Sponsorship fails because measurement metrics and coverage are not fully understood and analysed. Russell states that he has seen too many brands judge sports sponsorship on simplistic/blunt terms of measurement. Prior to commencing its sponsorship, a marketing team must have an understanding of sponsorship’s holistic value
  • Shaun Simmonds – Being reactive is key to gaining maximum exposure, betting operators should align social media assets with their sponsored club, as club will generate daily football content. Marketing teams forget that club content is spread and commented on daily worldwide. Simmonds urges clubs to think and review clubs international presence and engagement.


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