Betting companies sponsoring football clubs

Over the past few years, we’ve seen an influx of both live and online betting, or gaming, companies sponsoring football clubs. For instance, it was just a couple months ago that Bayern Munich signed a deal with sports betting and casino games company Tipico.

With this four-year deal (2015-16 and 2018-19) Tipico becomes a premium partner of the club, along with other major brands like global logistics firm DHL and German airline Lufthansa. AFC Bournemouth, who became a member of the Premiere League because of the second-tier championship last season, has signed a deal with Mansion Group making the online operator its official shirt sponsor. Under this deal, Mansion Group branding will be displayed on the front of the player’s shirts.

Decidedly common nowadays, Bundesliga sides are turning to betting companies for sponsorships and lower-tier clubs are struggling to attract the interest of the big-name brands. At this moment, there are few betting companies that are sponsoring Bundesliga Teams, one of them is Royal Vegas online casino.

Royal Vegas is one of the best online casinos available for players to make some real cash. Powered by Microgaming software, the site guarantees gamers a wide selection of entertainments(well over 500)

Bayern have agreed to a partnership with Tipico.
Bayern have agreed to a partnership with Tipico.

Royal Vegas joins the likes of bet365, Watford, and TLCbet. These betting companies are replacing famous consumer brands that adorned the football shirts of some of the Bundesliga clubs like Dr. Martens, Reebok, Walkers Crisps and more.

Currently, the market is still growing for the 6 highest ranks Bundesliga clubs, as can be plainly seen by Bayern Munich 900 million euro for 10 years deal with Adidas. For some of the other clubs, tantalizing shirt sponsors to jump on the bandwagon has been a little bit harder. Based on information from Antony Marcou, who happens to be the CEO of the Sports Revolution sponsorship agency, the teams that are out of the top six have been unable to offer major brands the commercial returns that they want.

Big names brands use football sponsorships as part of their mainstream marketing campaigns and as a way to build awareness of their brands. But now, there are too many major brands abandoning this effort because the clubs haven’t’ been able to provide them with the comprehensive marketing packages that they expect.

Betting companies, on the other hand, are using their shirt sponsorships as a way of growing brand awareness, not necessarily trying to build their brands. In this way, the football clubs are being used as direct response marketing vehicles. Unfortunately, this may affect their ability to been seen as valuable brand-building partners. And when you look at global value and exposure of the Bundesliga, it’s a big missed opportunity.

To circumvent this issue, the clubs should offer more comprehensive sponsorship packages that keep fans engaged and includes content marketing, fans apps, stadium wi-fi and more. Following this formula will be a huge step in the right direction and may tempt the big brands to return as t-shirt sponsors.

Overall, the major global brands are still interested in the Bundesliga, but now they are more selective about how and where they invest their resources. The issue is with the clubs that are in the lower-tier of the Bundesliga, where the lack of a global fan base and the spectre of relegation decreases their chances of offering good short term media buys.

The following two tabs change content below.

Maximilian Jones

Maximilian is a Berlin native with a German mother and English father. Raised in Germany and studied in London, Maximilian grew up to love football from an early age but his early exposure to the Bundesliga honed his passion for all things German football.