Betting firms plot fresh marketing activity

Rival sports betting services Betfair and 188BET are both plotting further marketing pushes.


Both signed new sponsorship deals last week, Betfair with Manchester United and 188BET with Chelsea and the two plan fresh sponsorship and marketing activity over the coming months.

Oscar Nieboer, global brand and marketing director at Betfair, says the firm is “looking and talking” to other clubs about partnerships and is hoping to add “one or two others”.

Meanwhile, Andy Scott, chief executive of 188BET, says the firm will launch a brand marketing campaign in the first quarter of the year and, although its “transfer window” is closed in terms of signing new partnerships this season, there “will almost certainly more next season”.

188Bet is looking to build brand recognition outside of Asia where the bulk of its revenues come via official partnerships and the two shirt sponsorship deals with Premier League clubs, Wigan Athletic and Bolton Wanderers.

Scott says the firm will follow the sponsorship with a “joined up” consistent marketing message globally with local differences.

He adds the company is also looking to recruit a chief marketing officer to lead its “strong growth plans for marketing”. Scott currently heads marketing.

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