Online gambling firms in football sponsorship deals

UK football clubs Everton and Manchester United have entered into sponsorship deals with online gambling companies Paddy Power and Bwin.Party, The Drum publication reported Wednesday.

Bwin.Party’s agreement with Manchester United is to run for three years, lifting the betting companies profile in the European and global market.

Richard Arnold, Manchester United’s commercial director, said: “Bwin has an established reputation in online gaming in Europe and Manchester United is pleased to be bringing that model to not only the 75,000 football fans who visit Old Trafford each week, but also our huge global audience.

“Like Manchester United, Bwin is a leader in its market. It offers an enhanced betting experience with engaging content, utilising the latest technologies and bringing something new to the UK market. This, along with the company’s knowledge of football, is why we chose to align ourselves with Bwin and we are looking forward to a successful partnership.”

The sponsorship agreement includes integration of Bwin into Man U’s website, the creation of co-branded social gaming products, match day perimeter board signage, access to players for marketing campaigns, a range of in-stadia initiatives including bwin-branded betting kiosks and other marketing rights.

Norbert Teufelberger, Co-CEO of Bwin.Party, said: “Manchester United is one of the biggest names in world sport with a global fan base running into hundreds of millions. We share a passion for football that has always been at the heart of our long term brand development strategy.

“Football is fundamental to our long-term success, making up approximately half of our total sports betting revenue of Euro 261 million in 2011.

“The agreement also complements our recent move into social gaming. Manchester United has 569 million followers outside of Europe, providing us with a great opportunity to offer jointly designed and innovative products in countries that do not yet allow real money online sports betting.”

In related news, The Drum also notes that online and land bookmaker Paddy Power has been signed by Everton FC as its online betting partner across the UK and Ireland.

The Premier League football team has signed a two-year deal with Paddy Power, which will see the betting company offering its betting products through the official Everton FC website.

Dave Biggar, commercial director at Everton Football Club, said: “Paddy Power has a fantastic track record in football and we look forward to being part of their portfolio.”

The Paddy Power website will also host unique team pages which will allow fans of the club to sign up to receive additional betting offers related to the club.

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