In the ever-competitive world of online sports betting, maximising your potential audience is key to enhancing your customer base and getting gamers to sign up to your online betting site as opposed to your competitors’. LeoVegas is one firm that's acutely aware of how advertisement and sponsorship can help win that particular battle.
Just a few months after snapping up comedian Johnny Vegas for a series of TV ads, the brand has now announced sponsorship deals with a pair of English Championship League football teams. The sports betting and online casino outfit will become the principal sponsor of both Norwich City FC and Brentford FC for the next three seasons.
The company’s logo with be adorning the front of both of those teams’ home and away shirts, as well as having a significant presence at their Carrow Road and Griffin Park grounds. This is just the latest in a string of deals LeoVegas bookmaker has inked with sporting concerns, with the highest profile of all perhaps being the partnership with English rugby union giants Leicester Tigers back in January!
The partnership with Norwich City may just be the one that secures the greatest commercial benefit for LeoVegas, however. The Canaries yo-yo between the Premier League and the Championship at regular intervals, spending four of the last six seasons in the English football top flight.
Having been relegated in 2016, they were desperate to return to the promised land at the first time of asking last season, but fell just short of the play-offs after a horror run of form between October and December that saw them lose eight matches out of ten played.
But with a new head coach in Daniel Farke in place for the forthcoming 2017/18 season, Norwich will be hoping to go one better. And so will LeoVegas, who knows that the global TV audience for Premier League matches will greatly enhance the potential for revenue. The head of LeoVegas bookmakers, John Sinclair, said:
"We’re very excited to be partnering with Norwich City, and this is a deal that cements LeoVegas’ presence in UK sport. We’re delighted to be working alongside the Canaries at the start of an exciting new era both on and off the pitch, and can’t wait for the new season to get started."
Steve Stone, managing director of Norwich City, confirmed:
"We are delighted to welcome LeoVegas as our principal partner for the next three seasons, and as such they are making a vital commitment to Norwich City. It has been a positive summer for the club commercially, and this lucrative partnership with LeoVegas will generate vital income into Norwich City."
Another team that enjoyed a positive season in the Championship in 2016/17 was Brentford, who finished tenth despite being some pundits’ prediction for relegation. They've built a reputation as a young side that plays attractive football, with players recruited based on the statistical models built by owner Matthew Benham.
Benham’s fortune was made in sports betting: he is the founder of both Matchbook, an exchange betting platform second only to Betfair in the UK, and Smartodds, a firm that delivers comprehensive data and research to its subscription-based punters. The Bees are expected to have another fine season, so who knows – in 2018, LeoVegas might be sponsoring not one but two Premier League teams.
Here’s what Sinclair had to say:
"Brentford play in one of the most watched leagues in the world and have incredibly loyal fans – we're thrilled to be at the heart of the action with them."
And Brentford FC’s chief executive, Mark Devlin, said:
"I’m delighted to welcome LeoVegas on board as a partner of the club. We are pleased to add a rapidly growing brand like LeoVegas to an already strong commercial family that includes local, national and international companies. We believe there are common values we share and we look forward to working closely with LeoVegas over the next two years."
LeoVegas is a purveyor of sports betting and casino gaming that performs in both fields admirably. Unlike some operators, who specialise in one area and might pay less attention to the other, LeoVegas’ business model is equally weighted across sports and iGaming.
Football betting has been an area of significant growth for the brand, and with its casino platform winning a multitude of awards, this is clearly an online bookmaker and betting site that will continue to succeed in the years to come. Join LeoVegas' betting site today and you'll receive a generous Free Bet!