Warwickshire County Cricket Club and Unibet have announced a new two-year commercial partnership that will see the betting operator become the Edgbaston based club’s first Official Betting Partner.
Unibet, part of the Kindred Group, will have a presence at Edgbaston Cricket Ground and will further provide responsible betting opportunities at the ground for all Birmingham Bears home games in the Natwest sponsored T20 Blast tournament. This will also extend to international match days.
As part of the brand activation, Unibet branding will appear on the collar of all Birmingham Bears playing shirts and also on the permiter branding within the cricket ground. Bears players will also fulfil social media obligations with Unibet’s content team, resulting in a series of social media videos that will be run throughout the Bears’ T20 Blast campaign.
Gareth Roberts, Commercial Director at Warwickshire CCC, said: “Unibet is one of the biggest online bookmakers in Europe and to welcome such a well-known brand as our first Betting Partner is a great fit for the club.
He added: “We’re committed to providing the best possible experience, in a responsible way, for our spectators in attendance at Edgbaston. Unibet share these ambitions and we look forward to working with its team to develop some innovative match day opportunities.”
Sam Mead, Head of Marketing UK at Unibet, revealed: “We are passionate about Cricket at Unibet, and Warwickshire CCC perfectly matches our friendly, passionate and expert brand values. Edgbaston is one of the most enjoyable grounds to watch cricket in this country and as official betting partner we look forward to providing Bears and England fans with a variety of exciting and innovative bet types on the many big matches they host.
He continued: “Warwickshire CCC, like Unibet, very much lead the way as innovators in their field and we are particularly looking forward to working with them on England’s first Day/Night Test match against the West Indies later this summer.”
Outside of domestic cricket, the Unibet partnership with Edgbaston will includ presence at England’s inaugural day/night Investic Test match against the West Indies and a further test match against India in 2018. Edgbaston has, and will continue to host the T20 Blast Final Day for a minimum of two years. Finally, Unibet will have presence for a Natwest International T20 against Australia in 2018.