Casino and sportsbook sponsorships are a frequent occurrence these days. Gambling companies have long been some of the biggest sponsors of sports teams and athletes – for obvious reasons. This has created many opportunities for casinos to promote themselves. It has also created opportunities for teams to get the financial support they need.
These sponsorships now range from naming rights and exclusive partnerships to ads you see within stadiums and arenas. In this post, we will explore some of the major sponsorships of teams around the world
Why are Gambling Companies Becoming Sports Teams’ Sponsors?
Gambling companies are increasingly sponsoring teams because this offers them plenty of advantages. For starters, they share a bulk of the same audience. Many sports fans are bettors and vice versa. Those who enjoy football often bet on matches. Those who enjoy tennis or basketball visit online casinos to play a sports-themed slot machine or spin the roulette wheel. These days, access to gambling online is easy. This is even more popular because of promotions like a 200% casino bonus for newcomers, players can gamble from any location and at any time.
Some of the advantages gambling companies enjoy because they invest in sports teams include:
- Massive reach. Sports teams provide casinos with access to millions of fans in the stadiums and through digital broadcasts. When a casino places a large ad on an arena during a major event, the ad has the potential to be seen by millions, not just the people in the arena for the event.
- Brand credibility. Casinos associated with famous teams are more reputable and trustworthy in the eyes of sports fans.
- Increased engagement. Betting trends like live odds displayed during matches keep fans more engaged.
https://unsplash.com/photos/birds-eye-view-photography-of-green-soccer-field-with-lights-K5ChxJaheKI
Global Examples of Casino/ Sportsbook Sponsorships
The regulations about gambling advertising have relaxed a lot on a global level. This has led to many partnerships between gambling companies and sports teams. In the United States, for instance, the Dallas Cowboys partnered with WinStar World Casino and Resort in 2018. This was the first partnership between a team from the NFL and a casino. Based on the deal, WinStar used the Cowboys’ logos and branding in their marketing.
This was only the beginning of such sponsorships in the United States. The Baltimore Ravens then partnered with Horseshoe Casino in Baltimore. Their multi-year agreement included the presence of the casino’s branding within the M&T Bank Stadium.
In Wisconsin, the Green Bay Packers expanded their partnership with the Oneida nation. This is a federally recognized tribe based in a reservation near Green Bay. Based on the partnership, Oneida Casino got the chance to advertise within the Lambeau Field and other platforms for the Packers. This sponsorship first started in 2002 when The Oneida Nation became an official partner of the Packers.
Another example is the Milwaukee Brewers. They signed a multi-year sponsorship with Potawatomi Hotel & Casino. This is one of the largest entertainment destinations in the Midwest. Based on their contract, the casino gets naming rights to an entrance gate at American Family Field.
These partnerships are increasingly popular in Europe, too. Numerous football clubs have already signed sponsorship deals with betting companies. For instance, West Ham United, the Premier League club, has partnered with Betway as its principal sponsor. When you watch the team play, you can see the Betway logo displayed on their jerseys.
Wrapping Up
Casino and sportsbook sponsorships are a common occurrence today. This wasn’t an option a few decades ago because of the strict laws and regulations about gambling advertisements. Now that those regulations are less strict, these sponsorships are some of the biggest in the sports industry. They are quite successful, too, with both sides of the contract benefiting from the partnership. If the regulations remain as they are or continue to lessen, we can only expect these sponsorships to grow in number.
