Sponsorship Archives

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..

February 20, 2023

William Hill named as Grand National’s official betting partner

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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..

September 27, 2022

Dutch minister defends sponsorship transition timeline

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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..

August 17, 2022

Why MaximBet is more than a sum of its parts

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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..

August 9, 2022

BetMGM becomes official partner of NFL in Canada

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Entain-MGM joint venture BetMGM has agreed a deal that will make it an official sportsbook partner of the National Football League (NFL) in Canada.

The deal comes ahead of the first NFL season since the Canadian province of Ontario opened its regulated betting and igaming markets. BetMGM was one of the first operators to launch, receiving its licence when the market opened on 4 April.

“Expanding our partnership with the NFL into Canada sets the stage for amazing opportunities as we begin the upcoming football season,” said BetMGM chief executive Adam Greenblatt. “We’re already seeing great interest from our Ontario customers and this collaboration truly elevates the BetMGM experience.”

Read the full story on iGB North America

July 26, 2022

Norwich City director: club will “never again” have betting shirt sponsor

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Norwich FC's commercial director, Sam Jeffrey, has said that the club will “never again” sign a betting shirt sponsorship deal, adding that the club must “almost self-regulate” when it comes to deals of that nature.

Instead, the club is set to sign a one-year sponsorship contract with Norfolk-based car manufacturer Lotus Cars.

The club’s latest home kit, which features Lotus, was released at the end of last month.

While Jeffery emphasised that the club must “assess all opportunities” for sponsorship, he stringently ruled out future betting deals.

“There were some [sponsorship] opportunities specifically in the betting space,” said Jeffrey. “These opportunities derived a higher partnership fee as is the case in industries such as betting.

“However, we believe this is the time, as a board and club-wide decision, to almost self-regulate when it comes to betting on the front of our shirts.

“So, certainly with the club in its current structure we will never again have a betting b..

July 5, 2022

VBet partners with OGC Nice

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BetConstruct-operated sports betting and gaming brand VBet has announced a new sponsorship deal with French football club OGC Nice.

The club will be the latest French football team to make a deal with operator, following the announcement of similar deals with AS Monaco in 2020 and Paris FC the previous March. VBet branding will feature on the club’s shorts through to 2025, as well as prominently on its digital platforms.

In return, VBet will broadcast exclusive content for its partner as well as organise events and competitions to win match tickets – in addition to offering other digital content throughout the season.

VBet France president David Ozararat commented on the deal: “Aside from the symbolism of teaming up with the city where I was born and grew up, I’m very happy VBet is becoming one of the official partners of OGC Nice alongside its shareholder INEOS. Today, the club’s potential is at the highest possible level and the ambitions of its president are aligned with our bus..

June 21, 2022

OLG’s Proline becomes MLB’s first Ontario sportsbook partner

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The Ontario Lottery and Gaming Corporation’s (OLG) Proline sportsbook brand has become the first sports betting partner of Major League Baseball (MLB) in Ontario.

Under the deal, OLG may use official MLB logos, and will have access to cross-promotion opportunities across MLB digital and social channels.

“Teaming up with a world-class organization like the MLB enables OLG to create exciting, one-of-a-kind interactive experiences for baseball fans at the game and on Proline,” says Dave Pridmore, OLG’s chief digital and strategy officer. “The true value of this partnership for OLG is the way it will bring Proline customers even closer to the game they love in ways they’ve never experienced before.”

Proline launched last year – initially as the only sportsbook in the market after single-event betting was legalised in Canada. However, from April 4 it faced a wave of competition as Ontario opened up to private operators.

“As we continue exploring additional avenues to engage our fans aro..

May 27, 2022

Betsson named as AC Milan’s official regional partner for LatAm

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Online sportsbook and casino operator Betsson has been named as the official regional partner of AC Milan in Latin America.

The agreement will see Betsson gain exclusive rights to use AC Milan’s intellectual property across LatAm.

Andrea Rossi, commercial director for South America at Betsson Group, said: “The exclusive partnership with AC Milan in LatAm strengthens our expansion drive in the region and allows us to broaden our content offering and collaborate with an innovation-oriented club.

“Our shared goal is to offer a more modern and engaging storytelling of sports, creating high-quality entertainment for the Rossoneri (AC Milan) fans in South America.”

The operator has been expanding across LatAm for the past few years, creating a presence in Brazil, Argentina, Columbia, Peru and Mexico.

The partnership also includes a full editorial calendar, which will engage directly with LatAm fans. It will also see Bettson gain exclusive brand visibility on the AC Milan stadium perimet..

April 6, 2022

Caesars to open in-stadium sportsbook through New York Mets partnership

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Caesars Entertainment has agreed a multi-year partnership with the New York Mets, which includes plans to open a sportsbook at the Mets’ Citi Field.

Caesars will become an official sports betting partner of the team, which will allow for integrations with the operator’s VIP programme as well as marketing opportunities at Mets games.

In addition, the operator will open a new 13,000 square-foot sportsbook at Citi Field at some point during the 2022 season. The sportsbook will include a multi-tiered dining room and outdoor patio seating.

The deal comes soon after New York launched its online sports betting market, with Caesars being one of only nine operators permitted to do business.

“New York is a key state for us following the successful launch of our Caesars Sportsbook app in January,” said Chris Holdren, co-president of Caesars Digital. “The Mets’ fanbase is one of the most loyal in baseball and this partnership offers us the chance to treat those passionate fans like Caesars.

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