Late last week, LeoVegas was revealed as the new ‘Official Betting and Gaming Partner’ for Leicester Tigers, the two-time European Cup winners and 10-time English league champions.
We caught up with UK Country Manager Shenaly Amin to find out more about the three-year deal, how the company will judge the effectiveness of the partnership, and whether Leicester’s recent poor form could lead to any revision of the sponsorship terms.
SBC: What are the metrics around which you will judge the effectiveness of this three-year partnership?
SA: The effectiveness of the partnership will be based on several aspects. One of the biggest reasons for this partnership is the credibility and trust that comes with partnering with a great team. LeoVegas prides itself on its innovation and localisation, and nothing screams local more than Leicester Tigers. The partnership comes with various deliverables so we will be measuring the engagement and uptake from all activities.
SBC: With only the top six qualifying for next year’s European Champions Cup, the fifth placed Tigers are only one point ahead of Harlequins in seventh; will there be any revision of the sponsorship terms if Leicester fail to qualify?
SA: We’re not too worried about this one. We have full confidence in Leicester and believe they will always come up trumps one way or another. It’s also not all about winning, its more about the strength of the brand and their values.
SBC: Are you creating any special markets or LeoVegas promotions around the games, to go with the brand visibility on the shorts and around Welford Road?
SA: One of the best bits about this partnership is the ability to be local and focused in offering special markets. One thing we won’t be short of is visibility. We are planning to make an impact at all games.
SBC: Last summer, you celebrated your sportsbook launch with a penalty shoot-out against Razor Ruddock; how about marking this sponsorship with a conversion kicking contest against one of the Leicester Tigers players or ambassadors?
SA: Last summer we had an incredible launch of our sportsbook and of course in true LeoVegas style, we never fail to come up with something bigger and better. Watch this space!