Marketing Archives

April 12, 2024

ASA reiterates ad guidelines ahead of Euro 2024 and warns against targeting minors

The Advertising Standards Authority (ASA) has warned operators against targeting minors with advertising ahead of the upcoming Euro 2024 tournament.

Euro 2024 gets underway on 14 June, with sports betting activity likely to skyrocket during the tournament in Germany. Ahead of the event, the ASA has reiterated to operators their guidelines on what will be prohibited in their advertising.

The ASA highlighted the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code). The CAP Code stipulates that gambling operators must not feature anybody under the age of 25 in their advertising, including footballers. However, there is an exception for websites where bets can be placed directly.

The ASA also warned that ads mustn’t involve any player deemed to have a strong appeal to those under 18.

ASA reiterates other guidelines

The ASA has cautioned that operators shouldn’t mislead audiences by implying official endorsement from players and teams. The ASA did also sta..

April 11, 2024

Jdigital labels Spain ad restrictions annulments “very positive” but urges caution

The Spanish Digital Gaming Association (Jdigital) says the Supreme Court’s decision to partially uphold its appeal against Royal Decree 958/2020 is positive for the industry, although it is also calling for further dialogue with the regulator.

On Wednesday (10 March), the supreme court partially upheld a Jdigital appeal. The ruling annulled several measures included in the Royal Decree 958/2020, which entered into force in November 2020. The supreme court deemed a number of articles in the Royal Decree to lack the necessary legal basis.

Among the overturned measures was article 13, which relates to targeted advertising towards new customers. Operators will again be able to market to players who have had an account for less than 30 days. They will also be able to advertise in establishments with public accessibility and designated for the sale of lottery games.

The supreme court’s ruling also means that celebrities can appear in advertising again. Additionally, the ban on gambling ad..

April 10, 2024

Spain Supreme Court overturns gambling ad restrictions

Spain’s Supreme Court has partially upheld a Spanish Digital Gaming Association (Jdigital) appeal against Royal Decree 958/2020, with restrictions such as bans on celebrity advertising annulled.

The Spanish Royal Decree 958/2020 entered into force in November 2020. The regulations looked to reduce minors’ exposure to gambling advertising in Spain by banning aspects such as sponsorship deals with operators.

The measures faced backlash from the industry, with the Spanish Digital Gaming Association (Jdigital) launching an appeal against the Royal Decree. This appeal was rejected in November 2023 by the Spanish Constitutional Court.

In reviewing the law, however, the Supreme Court has now annulled several of the measures outlined in the Royal Decree, partially upholding the appeal.

As a result, multiple measures have been overturned, including article 13, which relates to targeting advertising towards new customers.

This means that Spanish operators will be allowed to market to playe..

March 25, 2024

Australia rugby league clubs continue blocking of sports betting adverts

Two Australian National Rugby League (NRL) clubs – South Sydney Rabbitohs and Canterbury-Bankstown Bulldogs – have agreed to block all sports betting sponsorship for a further three years.

The Rabbitohs and Bulldogs, both based in New South Wales (NSW), will not display betting ads during home NRL games. They will also continue to educate players, staff and fans about gambling risks.

This is in line with the NSW government’s Reclaim the Game initiative. Launched in 2020, the campaign stretches across several sports and encourages teams not to enter marketing deals with gambling businesses.

The Rabbitohs and Bulldogs have supported the programme for the past two years, displaying Reclaim the Game branding at all home games.

According to the NSW government, since forming the two partnerships, members and fans have shown a marked increase in awareness of GambleAware responsible gambling services. It said around one in three Rabbitohs and Bulldogs supporters are aware of the GambleAwar..

February 19, 2024

Brazil ban on celebrity sports betting ads to be considered

A potential ban in Brazil on celebrities being used in betting advertising is ready to be included on the senate’s agenda in 2024.

Brazil is expected to finally have a regulated sports betting market in 2024. This is after Brazil’s chamber of deputies voted to approve Bill 3,626/2023 in December. There have been plenty of ups and downs and the topic of advertising is still proving contentious in the country.

Bill 3,405/2023 seeks to prohibit the use of celebrities in sports betting advertising, with Senator Eduardo Girao, who has long been against gambling in Brazil, presenting amendments that would ban anyone considered to have influence being involved in marketing of gambling.

In Girao’s view, Bill 3,405/2023 would protect Brazilian citizens from the risks of gambling harms, both emotional and financial.

Similar advertising bans worldwide

sports betting advertising is coming increasingly under fire

In August 2023, Alcohol and Gaming Commission of Ontario announced a ban on athl..

January 5, 2024

Betfred extends sponsorship of Derby Festival

Bookmaker Betfred has agreed to extend its title sponsorship of major UK horseracing event the Epsom Derby by an additional year.

Betfred sponsored the Derby Festival for the first time in 2023 in an initial three-year deal. This has now been extended by a further year, covering each event until at least 2026.

As part of the new deal, the bookmaker will now hold naming rights on each day of the two-day event

Betfred will also expand its backing of races during the festival. The bookmaker will support a total of six races at each edition of the event, with the existing deal only covering two races.

Betfred boss hails “memorable” first year

“Following on from a memorable two days at Epsom last year we are delighted to further develop our support of the Betfred Derby Festival,” Betfred boss Fred Done said. “We very much look forward to working with the team to keep the fixture at the forefront of world racing.”

Amy Starkey, managing director for the east region at Jockey Club Raceco..

December 11, 2023

FanDuel lobbied against New York rules on advertising near colleges

FanDuel Group lobbied against rules that prohibit advertising sports betting near colleges and universities in the state, according to unredacted documents released by the New York State registrar.

Updated rules on sports betting in New York were introduced in October. This came after the New York State registrar considered opinion from various licensees, including Flutter Entertainment-owned FanDuel.

The ban on betting adverts near education establishments is now in place. However, state registrar documents now show that FanDuel voiced its opposition to such a move.

NEW YORK STATE REGISTRAR DOCUMENTS SHOW FANDUEL LOBBIED AGAINST ADVERTISING NEAR COLLEGES

Dated 18 October, the document said FanDuel objects to a ban on adverts in the “area of a college or university campus”. This, the document says, may be interpreted to “include unaffiliated residential and commercial areas that border a college or university campus”.

However, the New York State Gaming Commission disagreed. The r..

November 29, 2023

Penn Entertainment’s ESPN Bet and theScore Bet strike partnerships with NHL

Penn Entertainment has struck a deal for its ESPN Bet and theScore Bet brands to become official sports betting partners of the National Hockey League (NHL).

Under the arrangement, ESPN Bet becomes an NHL partner in the US. Penn also agreed for theScore Bet to partner with the NHL in Ontario, Canada.

Penn said the deal comes into effect immediately. It covers the NHL regular season, Stanley Cup Playoffs, 2024 NHL Winter Classic, 2024 NHL Stadium Series, and 2024 NHL All-Star Weekend.

The agreement will grant ESPN Bet and theScore Bet access to a host of entitlements. These include IP rights and media and marketing integrations across the NHL’s programming and premium NHL experiences. In addition, the partnership includes collaboration for game integrity procedures.

Major partnership for newcomer ESPN Bet

ESPN Bet, a product of Penn’s partnership with Disney-owned ESPN, is among the latest brands to launch in the US. It went live across 17 states on 14 November.

In essence, it ..

November 15, 2023

ESPN Bet launches across 17 US states

ESPN Bet, the newly branded online sportsbook operated by Penn Entertainment, has now officially gone live across 17 states in the US.

Players can now place bets with the sportsbook on the ESPN Bet app and website in states including Arizona, New Jersey, Pennsylvania, Massachusetts, Illinois and Ohio.

ESPN Bet is the product of Penn’s $1.5bn (£1.2bn/€1.4bn) partnership with Disney-owned ESPN, the largest sports media brand in the US.

As per the agreement, Penn will operate ESPN Bet while ESPN promotes the app across its online and broadcast platforms.

The launch details

ESPN Bet is a rebranding of existing sports betting app, Barstool Sportsbook. In August, Penn said it sold Barstool Sports back to its founder Dave Portnoy for $1.

“We are excited to announce that we plan to simultaneously launch ESPN Bet across the 17 states in which we operate online sports betting, subject to final approvals,” said Penn CEO Jay Snowden, commenting on Penn’s Q3 results.

“This strategic allia..

November 13, 2023

ESPN BET launch: everything you need to know

Like any Disney fairytale, we’re ready for the hero to dash in and save the day. So, what kind of fairytale do we have concocted for tomorrow’s (14 November) ESPN BET launch?

First up, let’s do some background.

ESPN BET launch: has Penn Met its sports betting match?

We all know Penn Entertainment was billed as one of the pandemic success stories. At the time, few investors thought it had a big part to play in our Disney fairytale with its acquisition of Barstool Sports.

However, unlike our Disney tale of true love, Barstool and Penn was just never meant to be.

At the start of 2023, Penn sold Barstool back to Dave Portnoy for a single paltry dollar. This was mere months after completing the $500 million purchase. A poisoned apple, some might say.

Instead, enter the prince of our tale – Disney-owned ESPN.

This where our tale of true love begins and the story of ESPN BET.

A match made in heaven for ESPN and Penn

Following ESPN’s $1.5bn licensing partnership with Penn Entertainme..

October 25, 2023

LiveScore Group’s Sam Sadi builds his media empire

LiveScore Group aims to become the world's leading sports media operator, and sports betting is just the start. Chief executive Sam Sadi explains the masterplan.

“I remember the days when we used to press F5 to refresh the LiveScore.com website. That’s how long back it was,” says LiveScore Group chief executive Sam Sadi.

LiveScore launched in 1998, offering visitors football scores. Gamesys acquired the business in 2017 and, following that operator’s £490m sale to Jackpotjoy Group and then the £2.0bn merger with Bally’s Corporation, LiveScore Group stands alone as an independent business led by Sadi.

LiveScore turns 25 today, starting out providing live match data to players in 1998

The LiveScore Bet sportsbook launched in 2020, complementing the affiliate arm, not to mention its second brand, Virgin Bet. But Sadi isn’t only interested in building a sports betting business.

“We have a plan we’re implementing,” he explains. “You could call it a ten-to twenty-year plan. We i..

October 19, 2023

Netherlands’ NGR up 85% in 2022

The Netherlands' licensed gaming market generated €3.4bn (£2.95bn/$3.59bn) in net gaming revenue (NGR) in 2022, according to a report from regulator Kansspelautoriteit (KSA).

The report is based on 2022 only, as it was the first full calendar year for the Netherlands’ online gambling market.

The country’s market officially opened in October 2021, following the passage and ratification of the much-delayed Remote Gambling Act (KOA). This month marks two years since the market became live. NGR comprises of deposits minus prizes paid out.

NGR for 2022 was up by 85.0% from €2.0bn in 2021. KSA noted that this was due to an increase in both online gambling and land-based play, particularly as Covid-19 pandemic restrictions lifted. Land-based venues were closed in the Netherlands until 25 January 2022, with restrictions still applying until 25 February 2022.

Spending on gambling and advertising

Online casino was one of the Netherlands’ smaller markets in 2022, behind lotteries and l..

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Tag: Marketing