February 23 – Sunday’s big London derby FA Cup clash between Spurs and Crystal Palace – two of the teams that have shown they have the capability to upset the traditional old order in the Premier League – was a battle between two clubs that are investing deeply in players and stadium infrastructure to achieve their improved status. But as well as sharing an ambition to change the accepted English club hierarchy, they also have another commonality in that they either had or have a sponsor relationship with online casino Mansion.
In 2006 Mansion were the official sponsors of Tottenham Hotspur. In 2015 they have moved south of the River Thames to take up residency as Crystal Palace’s main club sponsor. They have also snapped up south coast upstarts AFC Bournemouth, also in the last 16 of the FA Cup.
This weekend suggests that Mansion has bet smartly on its Palace and Bournemouth sponsorships, especially with Palace winning through to the last eight.
Crystal Palace are in the third year of their deal with Mansion. On renewal of the deal for this season Sagi Lahav, CEO at Mansion, said: “We look forward to working together with Crystal Palace on a number of initiatives that will enhance the visibility of both of our brands, whilst providing a platform for CPFC fans, and our Mansion casino members, to benefit from the partnership.”
While no numbers have been put on the cost of the sponsorship or the uplift it has given to Mansion, it is a partnership that has worked for Mansion so far in terms of driving new players to its online games. At the centre of Mansion’s promotion are flagship brands like Casino.com, Club777.com, slotsheaven.com and Lesacasino.com. The online gaming company does not offer fixed odds betting which in many ways makes the sponsorship proposition cleaner for both sides.
What Mansion will be hoping for is that Palace continue their progress to the FA Cup with manager Alan Pardew continuing to show commitment to a competition that has seen him field his strongest available squad. In contrast Spurs manager Mauricio Pochettino again fielded a weakened side to give his main players a rest for the Premier League.
After a useful midweek draw away in the Europa league to Italy’s Fiorentina, Pochettino spun the wheel again in the FA Cup but this time his luck didn’t hold. Palace’s luck dod hold as they had to fight a rearguard action to defend their lead.
Founded in 2003, Mansion has moved rapidly to establish itself in its sector, and its football strategy has been a key plank of gaining the awareness to challenge. But the argument goes that with Mansion as a club there is also a benefit for the Crystal Palace brand overseas, in the gambling-crazy Asian markets and in the US where football and the Premier League are growing.
The Mansion name is well known in the USA, a result of an Emmy Award-winning poker series in association with Fox Sports Network.
It is this kind of breakthrough that Mansion will be hoping for with Crystal Palace. Sunday’s FA Cup could provide the club and online casino operator the entry they crave to the bigger games to be played.
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