Marketing & affiliates – Page 2

June 28, 2024

BetMGM enhances Newcastle United partnership as UK betting push continues

BetMGM has announced an enhancement to its existing partnership with Premier League side Newcastle United, becoming an official betting partner of the club.

Newcastle and BetMGM initially entered into a partnership in September 2023 as the operator sought to boost the marketing push for its UK launch.

In its role as a new official betting partner, BetMGM’s brand will feature on screens across Newcastle’s home ground of St James’ Park. BetMGM will also look to offer activations to fans, such as giveaways and unique experiences.

Sam Behar, UK director of BetMGM, said he believes the partnership with Newcastle aligns with the operator’s own values.

“Our BetMGM partnership with Newcastle United has been a success and we are delighted to continue building on this fruitful collaboration,” Behar said. “I can’t wait to get this season started and see Newcastle United continue on their journey.”

Newcastle’s chief commercial officer Peter Silverstone added: “We have helped BetMGM to drive b..

June 13, 2024

Crystal Palace and Wolves score Net88 and DEBET as shirt sponsors

Crystal Palace and Wolverhampton Wanderers have become the latest English Premier League football clubs to enter into shirt sponsorship deals with gambling operators.

Crystal Palace will feature Asian operator Net88 on the front of its shirt for the 2024-25 Premier League season. Premier League rival Wolves will be working with Southeast Asian gambling brand DEBET as sponsor for the next two seasons.

The Net88 deal, Palace said, represents a record deal for the club. Net88 now becomes a principal club partner, with its logo also set to feature on training wear, on the official club website and around the team’s Selhurst Park stadium.

“We’re pleased to announce this principal partnership ahead of the upcoming Premier League campaign as we build upon the excellent form of the men’s team at the end of last season,” Palace chief commercial officer Barry Webber said.

“Net88 is a global online gaming platform for sports and gaming fans alike and we’re looking forward to working with them..

June 10, 2024

Weekend Report: Rhode Island credit limit potentially on the rise

Welcome to the Weekend Report, where iGB updates you with the stories you may have missed over the last few days.

Rhode Island credit limit potentially doubling

On Thursday (6 June), the Rhode Island senate voted to increase the outstanding credit per player to $100,000 (£78,697/€92,973). The house is now expected to review the bill this week.

The amended bill passed with a vote of 28-5 to raise the limit from the previous $50,000 which had been in place since 2014.

Igaming launched in Rhode Island in March. Bally’s Corporation essentially has a monopoly on igaming in Rhode Island following state legislators’ 2021 approval of a 20-year contract for Bally’s and supplier IGT.

The bill was introduced by Senator Frank Ciccone III and Senate President Dominick Ruggerio. The bill’s text states that the aim of the rising credits is to “increase Rhode Island’s competitiveness in the gaming industry”.

However, the bill is also facing opposition. As reported by the Rhode Island Current, Se..

May 3, 2024

US TV sports betting ads down by a third from 2021

A Nielsen study on sports betting advertising commissioned by the American Gaming Association (AGA) has found that the volume of TV sports betting ads has declined by 33.3% since 2021.

The study looked at sports betting advertising trends from 2013 to 2023. The AGA noted that TV represents the largest category for sport betting advertisers.

Explaining the decrease in sports betting ad volume, the report posited that a change in localised marketing – as more states legalise sports betting – may be the culprit.

“Advertising by legal sportsbooks plays an important role in informing consumers about legitimate betting operators and in migrating those consumers to safe betting options,” said the AGA. “As sports betting has expanded into new states, legal operators often launch advertising campaigns to raise awareness of legal sportsbooks and capture market share. Over time, those markets mature and the level of advertising declines.”

Sports betting TV advertising units also declined 11% ..

March 25, 2024

Australia rugby league clubs continue blocking of sports betting adverts

Two Australian National Rugby League (NRL) clubs – South Sydney Rabbitohs and Canterbury-Bankstown Bulldogs – have agreed to block all sports betting sponsorship for a further three years.

The Rabbitohs and Bulldogs, both based in New South Wales (NSW), will not display betting ads during home NRL games. They will also continue to educate players, staff and fans about gambling risks.

This is in line with the NSW government’s Reclaim the Game initiative. Launched in 2020, the campaign stretches across several sports and encourages teams not to enter marketing deals with gambling businesses.

The Rabbitohs and Bulldogs have supported the programme for the past two years, displaying Reclaim the Game branding at all home games.

According to the NSW government, since forming the two partnerships, members and fans have shown a marked increase in awareness of GambleAware responsible gambling services. It said around one in three Rabbitohs and Bulldogs supporters are aware of the GambleAwar..

March 7, 2024

ICE and iGB Affiliate reveal record attendance figures in 2024

Clarion Gaming has announced that both its ICE 2024 and iGB Affiliate 2024 last month set new records for attendance, with the events drawing visitors from 164 countries around the world.

ICE took place at the ExCeL London from 6-8 February and iGB Affiliate 6-9 February at the same venue. Together, the 2024 events drew a record 52,345 unique attendees in total.

Unique attendance at ICE reached an all-time high of 45,050, up 12% from the previous year. Meanwhile, iGB Affiliate attracted 7,295 unique visitors, representing a new record and a 27% increase on 2023’s total.

Visitation figures, which measure the number of person days attendees spent at the ExCeL, topped 100,000 for the first time in the exhibition’s history.

The events recorded visitors from 164 nations worldwide. Excluding host country the UK, Malta had the most visitors at 3,364. The US followed on 1,913 and Bulgaria with 1,659.

“February’s historic editions of ICE and iGB Affiliate were what I would describe as ‘I w..

February 12, 2024

Barstool scores sports betting partnership with DraftKings

Barstool Sports has announced details of a new a multi-year sports betting partnership with DraftKings.

Under the agreement, DraftKings is now the official sports betting partner of Barstool. David Portnoy, the founder of Barstool, confirmed the news in a blog post shortly after Super Bowl LVIII ended last night (11 February).

The deal marks the second time that the two parties will be working together. DraftKings and Barstool were previously partnered on a marketing collaboration 10 years ago.

“I’m proud to announce Barstool has signed a multi-year monster deal with DraftKings,” Portnoy said. “We’re back to our roots. DraftKings is once again the exclusive sports betting partner of Barstool Sports. The more things change the more they stay the same.”

DraftKings is yet to comment on the announcement.

Barstool back with Portnoy

The deal comes just a few months after Portnoy took back the Barstool brand from Penn Entertainment. Penn purchased the brand in 2020 and was running spo..

January 5, 2024

Betfred extends sponsorship of Derby Festival

Bookmaker Betfred has agreed to extend its title sponsorship of major UK horseracing event the Epsom Derby by an additional year.

Betfred sponsored the Derby Festival for the first time in 2023 in an initial three-year deal. This has now been extended by a further year, covering each event until at least 2026.

As part of the new deal, the bookmaker will now hold naming rights on each day of the two-day event

Betfred will also expand its backing of races during the festival. The bookmaker will support a total of six races at each edition of the event, with the existing deal only covering two races.

Betfred boss hails “memorable” first year

“Following on from a memorable two days at Epsom last year we are delighted to further develop our support of the Betfred Derby Festival,” Betfred boss Fred Done said. “We very much look forward to working with the team to keep the fixture at the forefront of world racing.”

Amy Starkey, managing director for the east region at Jockey Club Raceco..

December 11, 2023

FanDuel lobbied against New York rules on advertising near colleges

FanDuel Group lobbied against rules that prohibit advertising sports betting near colleges and universities in the state, according to unredacted documents released by the New York State registrar.

Updated rules on sports betting in New York were introduced in October. This came after the New York State registrar considered opinion from various licensees, including Flutter Entertainment-owned FanDuel.

The ban on betting adverts near education establishments is now in place. However, state registrar documents now show that FanDuel voiced its opposition to such a move.

NEW YORK STATE REGISTRAR DOCUMENTS SHOW FANDUEL LOBBIED AGAINST ADVERTISING NEAR COLLEGES

Dated 18 October, the document said FanDuel objects to a ban on adverts in the “area of a college or university campus”. This, the document says, may be interpreted to “include unaffiliated residential and commercial areas that border a college or university campus”.

However, the New York State Gaming Commission disagreed. The r..

November 29, 2023

Penn Entertainment’s ESPN Bet and theScore Bet strike partnerships with NHL

Penn Entertainment has struck a deal for its ESPN Bet and theScore Bet brands to become official sports betting partners of the National Hockey League (NHL).

Under the arrangement, ESPN Bet becomes an NHL partner in the US. Penn also agreed for theScore Bet to partner with the NHL in Ontario, Canada.

Penn said the deal comes into effect immediately. It covers the NHL regular season, Stanley Cup Playoffs, 2024 NHL Winter Classic, 2024 NHL Stadium Series, and 2024 NHL All-Star Weekend.

The agreement will grant ESPN Bet and theScore Bet access to a host of entitlements. These include IP rights and media and marketing integrations across the NHL’s programming and premium NHL experiences. In addition, the partnership includes collaboration for game integrity procedures.

Major partnership for newcomer ESPN Bet

ESPN Bet, a product of Penn’s partnership with Disney-owned ESPN, is among the latest brands to launch in the US. It went live across 17 states on 14 November.

In essence, it ..

November 15, 2023

ESPN Bet launches across 17 US states

ESPN Bet, the newly branded online sportsbook operated by Penn Entertainment, has now officially gone live across 17 states in the US.

Players can now place bets with the sportsbook on the ESPN Bet app and website in states including Arizona, New Jersey, Pennsylvania, Massachusetts, Illinois and Ohio.

ESPN Bet is the product of Penn’s $1.5bn (£1.2bn/€1.4bn) partnership with Disney-owned ESPN, the largest sports media brand in the US.

As per the agreement, Penn will operate ESPN Bet while ESPN promotes the app across its online and broadcast platforms.

The launch details

ESPN Bet is a rebranding of existing sports betting app, Barstool Sportsbook. In August, Penn said it sold Barstool Sports back to its founder Dave Portnoy for $1.

“We are excited to announce that we plan to simultaneously launch ESPN Bet across the 17 states in which we operate online sports betting, subject to final approvals,” said Penn CEO Jay Snowden, commenting on Penn’s Q3 results.

“This strategic allia..

November 13, 2023

ESPN BET launch: everything you need to know

Like any Disney fairytale, we’re ready for the hero to dash in and save the day. So, what kind of fairytale do we have concocted for tomorrow’s (14 November) ESPN BET launch?

First up, let’s do some background.

ESPN BET launch: has Penn Met its sports betting match?

We all know Penn Entertainment was billed as one of the pandemic success stories. At the time, few investors thought it had a big part to play in our Disney fairytale with its acquisition of Barstool Sports.

However, unlike our Disney tale of true love, Barstool and Penn was just never meant to be.

At the start of 2023, Penn sold Barstool back to Dave Portnoy for a single paltry dollar. This was mere months after completing the $500 million purchase. A poisoned apple, some might say.

Instead, enter the prince of our tale – Disney-owned ESPN.

This where our tale of true love begins and the story of ESPN BET.

A match made in heaven for ESPN and Penn

Following ESPN’s $1.5bn licensing partnership with Penn Entertainme..

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Tag: Marketing & affiliates