Online gaming websites are no longer simply about spinning slots and rolling dic, they’re having a major impact in the sporting world with seven-figure sponsorships, changing the way that fans connect with their favorite teams and players.
If you’ve been following sport over the last few years, you might have noticed something different appearing on jerseys, pitchside signage and even on team training gear. Among the venerable names in banking, alcohol and apparel, there is one new name online casinos.
It is not just a flash in the pan. Gambling companies are paying millions to get themselves affiliated with sports franchises, players and whole events. Whether it’s a Premier League soccer team wearing a casino logo on its jersey or a mixed martial arts competitor shouting out their casino sponsor after a fight, gambling companies are becoming a part of the sports fabric in ways that cannot be ignored. But why this flurry of these sponsorships suddenly, and what does it mean for sport?
Betting big: How online casinos found a place in sports
Sports and betting are intertwined; think of horse racing. But things are changing now. It is no longer all about placing a bet on a game. Casino chains are going all in with the action, not merely advertising their bookmaking divisions but their complete array of casino games and properties.
Take football, say. Sponsorship deals with online casinos have inundated the game at almost every level. In England’s Premier League, numerous teams have worn kits emblazoned with gambling logos and many lower-division teams rely on these deals as a key source of revenue.
The UFC has also become a hotbed of gambling promotions. Fighters wear logos on their shorts, scream sponsors’ names in interviews and even star in branded content. Darts, snooker, esports, name the sport and there’s likely a casino operator paying someone to sponsor it.
More than just betting: Sponsoring the casino experience
Whereas part of the sponsorships focus on sports betting, most of the casino sites are using the exposure to promote their broader offerings; slots, poker, blackjack, etc. Case in point is Malawi bet, a site that’s been making quite a splash in the online casino community. While it has sportsbook betting to offer, its real draw lies in its comprehensive selection of classic casino games. Slots, blackjack and roulette are all on offer at Malawi Bet, giving customers an immersive Vegas experience from their own living rooms.
With speedy registration, easy-to-use interface and lots of inducements for new and returning players, places like this one are not just the domain of serious gamblers. They’re designed to be simple and enjoyable to use for anyone who wants to relax and play some blackjack or a spin on the slots.
When such websites sponsor sports events or teams, it is not just a question of marketing betting odds, it is a matter of inviting fans to experience the entire thing.
Why sports? Why now?
There are a number of macro reasons why online casinos are targeting sports so intensely. For one, sports fans are a desirable demographic. They’re loyal, dedicated and fanatical, just what a brand would hope to receive. Sponsorships allow casinos to leverage that passion, creating brand recognition and trust by being associated with a team or player people already have respect for.
Second, advertising rules are evolving. In the majority of jurisdictions, outright gambling advertisements are coming under stricter regulation. Sponsorship deals, however, slip in unobserved, especially when integrated into live programming, interviews or sponsored hardware.
And then there is the global aspect of both industries. An online casino can be based in one country and cater to players everywhere in the world. Through underwriting an international sport, they get the fan base around the globe involved in a manner that other types of advertising cannot.
The pros, the cons and the conversations
It is not champagne and sponsorship hoardings all the way, though. The greater exposure of online casinos in sport has stirred up tons of controversy. Gambling logos emblazoned on kits and stadiums, say critics, risk normalizing betting, particularly among young supporters. Where gambling addiction is a very real issue, some claim the distinction between entertainment and harm is becoming perilously close to being erased.
Supporters, on the other hand, claim that such deals bring much-needed capital to sports, particularly at semi-professional and grassroots levels where sponsorship is often the difference between survival and closure.
And then there is the question of responsibility. Some gambling companies now incorporate safer gambling messages into their advertising and give to fund schemes, but individuals remain split on whether that is enough. In some others, governments are stepping in. The UK, for example, has urged to exclude gambling companies from sponsoring football shirts.
What it means for sports in the future
Like it or not, the reality is that online casinos have firmly seated themselves at the sports sponsorship table. With operators ever more looking to find new and innovative ways to connect with fans, we can expect to see even more innovative collaborations; branded content, live streaming partnerships and perhaps even team-branded casino sites with special incentives for their die-hard fans.
One thing that is for sure is that the combination of sport and online betting isn’t slowing down anytime soon. As much as there are games to watch and bets to make, casino names will be right there with them; cheering, advertising and prospering.
