Shane Stafford explains how BetVictor makes the most of its Liverpool partnership

Speaking at the Soccerex Global Convention in Manchester, Betvictor’s head of brand Shane Stafford described having a ‘strategy’ as ‘key to utilising the assets’ that come from a sporting partnership.

Addressing the sponsorship panel, Stafford said: “When going into Snapchat, Facebook and Twitter don’t just go into it without a strategy, I’ve seen lots of brands that have just jumped onto Snapchat and haven’t got a clue what they’re doing and didn’t know how to communicate.

“With our partnership with Liverpool FC, we have an allotment of access to players and managers. It’s all good negotiating a partnership, but you need to know what you’re going to do with that allotment throughout the season.

“We’ll try and cross pollinate into our other biggest events, our horse racing so in March and April, we’ll try and use footballers and bring them in and bring their customer base in as well. But, you need to have that strategy in place or you’ll have to have invested in a partnership that essentially, and I’ve seen a lot of companies do it, you have invested in and don’t know how to utilise it, so all they’re using is the LEDs at the side of the match and the interview backdrop branding.

Stafford then emphasised how football’s ‘loyal fan base’ can make it incredibly beneficial to brands, stating that for BetVictor the priority was to ‘piggy back onto that loyalty and as a brand communicate that we share the same values as this club.

Marketing and strategy will be discussed in great lengths at this week’s Betting on Sports 2017 (12-15 September). The event, which boasts one of the strongest array of speakers the sports betting industry has ever seen will take place at The Olympia Conference Centre, to find out more, click here