Sponsorship season: All the marketing deals you might have missed this week
EGR details the partnerships brokered by operators across the sporting world this week, including Betclic, Betway and STS
Betclic to become title sponsor of Liga Portugal
Betclic has penned a deal with Liga Portugal to become Portuguese football’s top division’s title sponsor.
The agreement, which was brokered by IMG, will last until 2027 and will see Portugal’s top flight renamed Liga Portugal Betclic. The partnership will also include digital communications, marketing and content generation opportunities.
As well as this, the pair will work together on several CSR abbrev ok? projects through the Liga Foundation focusing on safer sports betting in Portugal.
Pedro Proença, president of Liga Portugal, said: “It is a privilege for Liga Portugal to associate with a market-leading brand such as Betclic. This partnership unequivocally demonstrates the high level of professional football in Portugal.”
Ricardo Domingues, head of international markets at Betclic, added: “It is with great pride, and mainly with the sense of responsibility that being market leaders demands of us, that Betclic assumes its sponsorship of Liga Portugal – the main championship in the country, thus reaffirming our commitment to supporting football and national sport.”
STS inks deal with RKS Częstochowa
Polish bookmaker STS has signed a new deal to become the official bookmaker of RKS Częstochowa for the upcoming season, with an option to extend the deal.
STS currently sponsor a number of teams across the Polish Ekstraklasa, including Jagiellonia Białystok, Zagłębie Lubin and Widzew Łódź. The bookmaker now adds last season’s Polish champions to its roster of teams.
Under the new agreement, STS’ logo will appear on LED boards and in other areas around the Miejski Stadion Piłkarski.
Paweł Rabantek, chief marketing officer at STS, said: “The sponsorship contract with the current Polish champions is a decision made based on our experience and aspirations. It is also another stage of the strategy of supporting domestic sport that has been successfully and widely implemented for years.”
Piotr Obidziński, president of the management board of RKS Częstochowa, added: “ We share aspirations for international expansion and a constant desire for development, and that is why I believe that this new chapter of both organisations will be synergistic and will allow us to raise the club to an even higher sports and business level, as a result of which the dreams of Raków fans will come true.”
Dafabet links up with Cricket West Indies
Dafabet has been named as the official betting partner for the all-format series between West Indies and India, which started on 12 July in Dominica.
The new collaboration between Cricket West Indies and Dafabet will deliver high-profile pitch and broadcast rights at all matches in the month-long series.
Dominic Warne, Cricket West Indies commercial director, said: “We welcome Dafabet as one of the official partners of the series between West Indies and India. They have a major presence in the global sports market, having partnered with several other sporting teams and organisations before. Therefore, we look forward to working with them and building a successful partnership.”
John Cruces, head of sponsorship at Dafabet, commented: “We’re very happy to be the official partner of the forthcoming series between West Indies and India. We’ve continually increased our presence within worldwide cricket, so to now be associated with this multi-format structure and take in the 100th test match between two of the sport’s greats is another forward step for us.”
Betway to become official partner of Major League Cricket
Betway has announced that it will become the official partner of Major League Cricket, the new US T20 cricket league.
The new tournament, which will be named Major League Cricket Powered by Betway, will feature six teams across two stadiums in the US, Grand Prairie in Texas and Church Street Park in North Carolina.
Anthony Werkman, CEO of Betway, remarked: “It’s with great pride to announce that we’re powering the inaugural Major League Cricket, the newest innovative cricket competition in the world.
“Cricket is a globally renowned sport that both we and our customers love, so we’re thrilled to be part of another new competition, which will aid the growth of the sport in the US and beyond.”
Sameer Mehta, co-founder of Major League Cricket, said: “Major League Cricket is bringing the world’s best cricketers to America, so it is fitting that the historic inaugural season will be powered by Betway, who have become a renowned brand supporting global sports properties.
“We are thrilled by Betway’s commitment to growing cricket in America, and we can’t wait for a memorable season to get underway soon.”
Betsafe Colorado to sponsor Denver Harlequins
Betsafe Colorado has announced it will sponsor the Denver Harlequins rugby team for the upcoming season.
The Betsson Group brand will be the front-of-shirt sponsor for the Rocky Mountain Rugby League side.
In a post on LinkedIn, Betsafe said: “Betsafe Colorado is always seeking new ways to support and engage with the local community. We are therefore proud to be partnering with the athletes of the Denver Harlequins and be their shirt sponsors as they take the field with passion, strength and determination.”
Virgin Bet extends Ayr Gold Cup sponsorship
Virgin Bet has extended its sponsorship of the Ayr Cup for a third consecutive year.
Virgin Bet will sponsor the entire three-day festival, which begins on 21 September with the feature race of the opening day, the Virgin Bet Kilkerran Cup.
David Brown, marketing director at Ayr Racecourse, said: “The Virgin Bet name will be associated with the entire three-day Festival once again and, as well as the Ayr Gold Cup itself, another eight key contests over the three days will be sponsored by Virgin Bet, including the prestigious Firth Of Clyde Stakes for two-year-old fillies and the mile-and-a-quarter Doonside Cup.”
Ric Leask, marketing director at Virgin Bet, added: “We are delighted to be sponsoring the esteemed Ayr Gold Cup for the third successive year. This thrilling event showcases some of the finest horses and jockeys, and we are proud to be a part of such top-quality racing.
“Virgin Bet remains committed to being a leading player in the world of horseracing, and sponsoring this prestigious race demonstrates this. The Ayr Gold Cup is a highlight in both the Scottish and UK racing calendars, and we are excited to contribute to its success.”