Sponsorship Archives

January 8, 2024

Corinthians signs record R$370m deal with VaideBet

Corinthians has announced a R$370m (£59.8m/€69.4m/$75.9m) deal with VaideBet, the biggest ever sponsorship in Brazilian football history.

One of the biggest clubs in Brazil, as well as South America, Corinthians will have VaideBet as its front-of-shirt sponsor for the next three years. The partnership is VaideBet’s first move into the football market.

The agreement comes in the wake of the approval of Bill 3,626/2023, with sports betting soon to be legal in the country.

Corinthians president Augusto Melo said: “We are very happy to bring Corinthians the biggest sponsorship in the history of Brazilian football. We have always stressed that Corinthians has the biggest brand in South American football and one of the biggest in world.”

Andre Murilo, chief financial officer of VaideBet, added: “Sponsoring Corinthians is sponsoring not only one of the main institutions in Brazil, but also a club with a very beautiful history and a fan base that is admittedly passionate, engaged and uniqu..

January 5, 2024

BetMGM to become new sponsor of Premier League Darts

BetMGM will become the new sponsor of Premier League Darts for 2024 after an agreement was announced on Thursday.

BetMGM and the Professional Darts Corporation (PDC) reached a deal for the operator to replace Cazoo as the new title sponsor of darts’ “biggest roadshow event”.

With a total of £1m (€1.2m/$1.3m) in prize money available, eight players will face off across 17 nights primarily in venues across the United Kingdom and Ireland. Rotterdam, Berlin and Dublin will also host events before the play-offs in London in May.

The partnership between the PDC and BetMGM comes in the wake of the 2024 World Darts Championship. Wednesday’s final became the most-watched non-football event in Sky Sports’ history with 3.75m viewers.

PDC chief executive Matt Porter said: “The Premier League will reach a huge live audience and a massive global television audience across four months, and we’re delighted to welcome BetMGM as our new title sponsor.”

Sam Behar, UK director of BetMGM, added: “We a..

May 19, 2023

Novibet pens deal with Irish Guineas Festival

Novibet has signed a deal to become the official betting partner of the 2023 Tattersalls Irish Guineas Festival at The Curragh Racecourse in Ireland.

The GameTech operator will be the named sponsor of six races across three days including the Novibet Emerald Mile and the Novibet Guineas Festival Premier Handicap.

“We are delighted to be named as the Official Betting Partner of this year’s Irish Guineas Festival in what is the biggest horse racing sponsorship we’ve been involved with so far,” said Novibet’s Ireland country manager Karl Riley.

“The Irish Guineas is a meeting which is one of the biggest in Irish flat racing and we are very excited to be increasing our presence in this area.”

The deal follows the business’ recent news that it is to sponsor Brazilian football team Fortaleza Esporte Clube.

Racing and sponsorship manager at the Curragh, Evan Arkwright, added: “We are very excited that Novibet has selected the Curragh to launch their biggest horse racing partnership to da..

April 14, 2023

Not such a special one: The Premier League shirt “ban”

Following news of the Premier League gambling sponsorship ban, Jon Bruford queries whether this is at best belated and at worst ineffective.

In an unsurprising move, the English Premier League has collectively agreed to remove gambling sponsorship from the front of clubs’ match day shirts.

For those not interested in sports, this is football (soccer) and the Premier League is one of the most watched professional leagues of any sport, anywhere in the world.

This will certainly be met with smiles by most of the industry’s critics but, let’s face it, this is a largely pointless move made by the league so they don’t lose all the revenue from gambling. It’s placatory at best, pointless at worst. Why?

That’s a great question and one I’m glad you asked. But where do we begin?

The gambling industry – and its critics – has recognised that advertising around sport is potentially a problem for quite a while. Even those industry guardians the Betting and Gaming Council (BGC) have stood astr..

February 20, 2023

William Hill named as Grand National’s official betting partner

William Hill has been named as the official betting partner of the Grand National in a three-year deal.

As well as being the official betting partner, the deal will see William Hill named as the sponsor of three races held at the Aintree racetrack during the Grand National.

The festival runs from 13-15 April.

The three races are the Grade 1 William Hill Aintree Hurdle on 13 April, the William Hill Handicap Hurdle on 14 April and the Grade 3 William Hill Handicap Chase on 15 April.

Non-runner, money-back

william hill will be offering bets with non-runner, money-back terms

Daryl West, William Hill’s head of sponsorship, social and PR said the company was “delighted” to be involved as the event’s official betting partner for the next three years.

“The Grand National Festival at Aintree is one of the pinnacles of the National Hunt calendar and we are delighted to be involved as the official betting partner for the next three years,” he said.

“Horseracing is a vital part of our heri..

January 9, 2023

Blaze and Parimatch score Brazilian football sponsorship deals

Blaze and Parimatch have agreed to sponsorships with Brazilian football clubs Atlético Clube Goianiense and Botafogo, after the collapse of efforts to introduce a locally regulated sports betting market in the country.

Campeonato Brasileiro Série B side, Atlético Clube Goianiense, announced the sponsorship with Blaze, a sportsbook online provider. Blaze will feature on the club’s kits as the main sponsor.

The length of the deal is currently undisclosed.

Meanwhile, Campeonato Brasileiro Série A team Botafogo agreed a two-year deal for online sports provider Parimatch to become its main shirt sponsor.

Nick van Gorsel, director of operations at Blaze, said that the company is proud to be the new sponsor of Atlético Clube Goianiense.

“The club has a passionate and loyal fan base that will complement our growth. It is a great honour for everyone at Blaze to be part of the ACG family and we will do our part in supporting the club.”

Adson Batista, president of the club, added that the c..

November 18, 2022

Bwin renews sponsorship agreement with Euroleague Basketball

Bwin and Euroleague Basketball have renewed their multi-year sponsorship agreement, which will now continue until 2026.

The four-year extension, which covers Bwin’s Greek territory, is the third renewal of the partnership.

As part of the renewal, Bwin’s branding will continue to be shown at Turkish Airlines Euroleague and 7Days EuroCup games.

“We are proud to continue our partnership with the EuroLeague, the biggest European basketball organisation,” said Ionna Beriou, director of corporate affairs at Bwin. “We share the same values and our goal is to contribute to further promoting and developing basketball throughout Europe.”

“Our extensive experience with sponsorships will hopefully be an invaluable contribution to both the EuroLeague and the EuroCup. Our aspiration is to create the needed conditions so that through this cooperation greater goals are continuously achieved.”

The renewed deal will also see Bwin contribute fan experiences for the Turkish Airlines Euroleague Final ..

November 2, 2022

William Hill scores in-stadium betting partnership with Celtic

Bookmaker William Hill has entered an in-stadium retail betting partnership with Scottish Premiership football club Celtic.

Under the deal, William Hill will become the team’s official in-stadium betting partner and operate retail betting facilities inside the club’s Celtic Park home.

The arrangement will run for two years, with fans able to place a range of bets and also take advantage of exclusive offers and promotions on Celtic home matchdays.

“We are delighted to partner up with Celtic at their iconic home and deliver our unrivalled retail betting experience to the Celtic faithful,” William Hill’s director of media, sponsorships and UK creative, Liam McKee, said. It promises to be another exciting season at Paradise, and we are thrilled to be along for the journey.”

Celtic’s commercial director Adrian Filby added: “We are very pleased to be partnering with an industry leader in William Hill. We are certain that supporters who use this service will benefit from an enhanced stad..

September 27, 2022

Dutch minister defends sponsorship transition timeline

Dutch minister for legal protection, Franc Weerwind, has defended the timeline of the country’s sponsorship ban, amid further questioning on the subject from MPs.

In July, the Dutch government announced a number of measures to curb gambling advertising, following severe pressure from MPs. Many forms of ads will be banned from the start of next year, while gambling sponsorships in football will be banned from 2025.

When asked about the upcoming sponsorship ban, Weerwind said that the two-year adjustment period set out for the ban is a “reasonable” length of time.

“That is why a period of two years has been provided for the entry into force of a ban on sports sponsorship,” he said.

“In view of the serious importance of addiction prevention and the special importance of sport, I consider this a short, but reasonable period of time.”

He was questioned in parliament last week (23 September) by Mirjam Bikker, a member of political party ChristenUnie.

The questions mostly dealt with foo..

September 23, 2022

Fitzdares partners with Fulham FC

Fulham FC has named bookmaker Fitzdares as the club’s official betting partner.

Under the terms of the agreement the new partners intend to launch a messaging campaign that “will bring a sense of fun into the game”.

Fitzdares allows players to place bets in numerous ways, including online, through text and by phone. It also operates a private club in Mayfair, where members can watch live sport.

“This partnership has its roots in the 19th century and we are bursting with excitement to finally join up with London’s original football club, said Fitzdares CEO William Woodhams.

“Dare I say, the only place better to watch football than The Fitzdares Club is at the Cottage. We will be adding a Craven Cottage Pie to our menu immediately to bring a taste of West London royalty to Mayfair.”

Fulham sales director Jon Don-Carolis added: “We are delighted to welcome Fitzdares as Fulham FC’s official UK betting partner.

“Our organisations are proud of our heritage and embrace innovation while ..

September 2, 2022

Brazilian operators risk being punished for government inaction

iGB op-ed: Daniel O’Boyle argues that Brazil’s latest crackdown on sponsorship punishes operators that believed they had a clear pathway to launching before the winter.

Five matches into the season, the Premier League – and European club football in general – is well and truly back.

But the big moment of anticipation in the football world this year is still to come, when those domestic leagues will, of course, stop this winter, for the 2022 Fifa World Cup.

However excited those in Europe may be, surely no nation can match Brazil in its enthusiasm for the World Cup.

So naturally, the event has long been the circled date on the calendar for the launch of regulated sports betting in Brazil.

Operators had surely hoped that the months in the build-up to the event would be a time to prepare to get their licensed operations up and running, putting the finishing touches in place to take bets on the World Cup.

But instead, it might be close to the exact opposite.

With the opening match n..

August 17, 2022

Why MaximBet is more than a sum of its parts

When PASPA was repealed, Daniel Graetzer saw the biggest opportunity of his career. Having gone all-in on the market, he is now running a nationally recognised brand in MaximBet.

When it comes to partnerships between US media giants and sportsbooks, it tends to be the market leaders that get mentioned. It could be 888 using the Sports Illustrated brand for its US push. Or Penn National acquiring Barstool Sports and theScore to drive its growth.

The rampant speculation around ESPN moving into betting operations tends to cite DraftKings or Caesars as being its most likely partner. In short, the companies involved tend to be large, and listed.

But MaximBet, a challenger launched in 2021, has successfully pivoted from a Europe-focused, multibrand business into a US-focused, media brand-driven competitor.

And chief executive Daniel Graetzer is keen to stress that MaximBet is not just a gimmick – he’s building a new proposition for the US sportsbook industry.

Building betting into a..

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Tag: Sponsorship