Operators strive for a sporting chance in new jurisdictions

Gaming companies have long recognised the lucrative potential of teaming up with sports, and as new jurisdictions open up to casinos, operators are seeking to leverage these ties to boost brand recognition, woo the public and dull the gambling edge. Betting companies’ names occupy the front jerseys on 9 of the 20 English Premier League (EPL) football clubs. Others that don’t have their brand logos on training kits, team buses, websites or endorse them as official betting partners. Leading British bookmaker, Bet365 has marketing deals with half of the teams in Spain’s Primera Liga, while three of the clubs display Betway’s logo on their kit top. EPL matches are beamed to over 600 million homes around the world granting the gambling companies almost five billion pairs of eyeballs on their brands. Bricks-and-mortar casinos are also well aware of the power of sports when it comes to reeling in players.   Almost...

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