Sponsorship Spotlight – Brand synergy for Betsafe and MMA Cage Warriors

BetsafeBetsafe has become the official gaming partner for Cage Warriors, in a two-year deal which includes extensive branding on the cage, in-arena event initiatives and the option to create engaging fan content with the fighters.

SBC caught up with Global Brand Manager Neill Simpson to find out why MMA is so attractive to Betsafe, how they will measure the success of the deal and whether the company is planning to move into any other sports.

SBC: What makes Cage Warriors an attractive partner?

NS: As you know MMA is exploding here in Europe and outside of the UFC; Cage Warriors is not just the stepping stone for fighters but a great spectacle in its own right. They can take a professional approach to building the sport here in Europe, and have made some great partnerships that will enable them to grow their footprint vastly in the next few years.

For Betsafe, working with like-minded partners that are looking to push boundaries is paramount for us and Cage Warriors definitely fit this bill. Cage Warriors have built up some great relationships with the likes of BT Sport and UFC to really establish themselves as the leading provider of quality MMA productions. There are some great synergies and MMA fits the Betsafe brand profile, enabling us to tap into our key demographic in different ways.

SBC: Why is MMA an attractive sport for Betsafe customers?

NS: The level of excitement and passion shown by truly professional athletes leads to a fantastic spectacle. Everyone will always have an opinion on the outcome so at Betsafe we aim to provide a vast array of markets for betting opportunities as a result.

Through Cage Warriors, the exposure to live action will only continue to grow and alongside that the need to present a compelling proposition will be at the forefront of Betsafe’s activities. We will provide opportunities for fans of the sport to experience the live action first hand at the different events throughout the calendar year.

SBC: How will you measure the success of such a deal?

NS: There are several ways we will be looking at how a partnership like this will benefit Betsafe. We are strong believers in generating great content so fight previews, interviews, social activities will all help in building the brand awareness for Betsafe. Alongside this, looking at actual new customer acquisition from the fight night’s themselves and digital channels because of our campaigns will give us a good insight into the level of engagement in the sport.

We have seen good results to date and we are encouraged with what we have seen so far with a lot more activities planned throughout the year not just in the UK. This, coupled with the TV exposure we will see from the association with UFC from the partnership with BT Sport, will really help us own this space in the betting category.

SBC: Are there any new sporting areas that Betsafe are looking to move into?

NS: Betsafe are always on the lookout for new opportunities if they fit the brand strategy. We have several things on the table now and will be looking to further increase our awareness through quality associations and partnerships in the lead up to next year’s World Cup.

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