By Paul Nicholson
March 22 – Betting brands and football club sponsorship are tightly linked but while the clubs have an appetite for the betting company money, the brands question how much clubs really want to engage with them.
A session at the Betting on Football conference at Stamford Bridge saw marketers question both the willingness and ability of clubs to fully work with betting brands.
Clive Russell, managing director of BD Sport Rights that works with a number of betting brands and clubs, said the elephant in the room was “how much clubs really want to engage with betting brands”.
“Do clubs see this sponsorship category as one where they take the money but are uncomfortable with issues surrounding it,” he asked.
The answer wasn’t forthcoming but some of it may be locked up in what is generally perceived as a lack of marketing expertise at clubs.
“80% of what happens (in terms of marketing activation) is driven by the brand,” said Russell. “A lot needs to change. Clubs need to understand their touchpoints, their history, they need to find something different and look at how they engage across their business.”
It was a point echoed by Sportpesa’s head of marketing for Europe, Shaun Simmonds, who said: “Certain clubs spend time to get to know the brand and brand objectives. Some clubs are better than others. Sponsorship is not viewed as consumer acquisition only. We need a more sophisticated and considered approach from clubs.”
Phil Canavan, director, SEM Global, emphasised that “football is unparalled as a commercial opportunity. There is no product that matches this kind of visibility in the world.”
“Football provides opportunity in certain markets that otherwise wouldn’t be there,” said Simmonds.
As part of the conference today, SBC have set up a kind of speed dating forum where clubs can meet brands. About 60 clubs are expected to attend.
The idea that betting brands will provide easy money for the clubs might be misplaced. “Is the investment level from the clubs and are their assets enough to continue to work with brands?” says Russell.
The betting brands clearly won’t be going away, but the indications are that they will require clubs to bring their best game and not just their bank account details.
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