Check out the new SBC Podcast featuring the discussion at this year’s Betting on Football #bofcon conference about partnerships between football clubs and betting firms and the best ways for activation .
Tony Kenny, Head of Sponsorship for William Hill, and Mark Davies, Head of New Business at Leicester City, agreed that the days of making a sponsorship deal and waiting to the end to check its impact are long gone. Bookmakers and clubs are working on a daily basis to push sponsorship activation, ensure that the partnerships are engaging and generate PR opportunities.
Tony Kenny cited the Joshua vs Martin fight, and the Old Firm Scottish Cup clash between Celtic and Rangers as key indicators of their active sponsorship strategy. William Hill sponsored the recent IBF World Heavyweight bout and remain title sponsors of the Scottish Cup.
Mark Davies talked about the unlikely Leicester City story. He spoke about the boost that it has given the sports betting industry, primarily with the social media attention around punters who backed the Foxes to win the Premier League.
For those who took the 5000/1 bet, deciding whether to ‘cash out’ has captured the attention of social media and given the bookmakers the chance to create special promotions and push themselves forward by paying out early. Davies referred to this cash out excitement as a ‘gamble on a gamble’.
Find out more by checking out the audio above or click here
And if you like what you hear, take a look at our Betting on Sports Conference, being held in London on 15-16 September.