Why do betting firms sponsor football clubs?
Newly luanched betting firm EnergyBet explain their thinking exclusively to Bonus Bulldog
“EnergyBet are the official betting partner of Aston Villa FC, and the main sponsor of Leyton Orient FC, and are part of a growing trend of online betting firms sponsoring major British and European football teams. Being a relatively new brand, only launching in August 2016, EnergyBet obviously needed a way to get their name in front of large numbers of potential customers, and raise awareness of their product. So, football was a natural choice for a variety of reasons.
The global appeal of English football
“For a start, it’s simply one of the most popular sports in the world, with major English teams like Aston Villa FC, and even lower league clubs like Leyton Orient, having followings not just in the UK, but all over the world. From Europe to Asia, you’ll find an army of loyal Villa fans who watch their club on TV. The loyalty and devotion of football fans crosses borders and transcends other differences, so it is a truly international coming together. This fits perfectly with outlook of online betting companies, whose market not limited to small geographical areas like traditional bookmakers, but it truly global in scope (regulations permitting, of course). Few other sports can deliver this kind of cross-border exposure for sponsors.
“But it’s not all about the international picture because, by sponsoring vibrant football clubs, with enthusiastic supporters, a whole vista or real-world interaction and promotion becomes possible. There’s no better venue for in-person promotion that at football matches, where you have thousands of up-beat fans all in one-place and thinking positively. EnergyBet has been very active at Villa Park and the Matchroom Stadium, frequently sending their own promotional models, the EnergyGirls, to meet the fans and give away lots of free merchandise and goodies. Again, few other sports can provide such a receptive environment.
“Finally, there is the ethos behind football, which dovetails perfectly with that of EnergyBet. Sure, there’s money involved in both professional football and online betting, but the strength and driving force behind both is fun and excitement. Ultimately the love and energy that drives both football and betting is the same; everybody loves winning at both, but it’s the playing that is the real reason they are both such strong passions for so many people – the passion for the game.
Betting firms, clubs, and fans benefit
“Of course, EnergyBet doesn’t limit themselves to sponsoring football clubs, but football will always have a special appeal, and it seems likely that such sponsorships will grow into valuable and appreciated long-term commitments, helping keep both the football clubs and the online sportsbooks, in good health – and that can only be good for everyone, from the players to the fans.”