Over the last few years, the sports sponsorship industry has become big business. Indeed, technology companies such as Samsung were quick to spot various opportunities in English Premier League back in early 2000. Similarly, in Australia, car manufacturers such as Toyota have spent major money sponsoring the Australian Football League, while the likes of Reebok (the UFC) and Gatorade (the NFL) have boosted their profiles by joining the sports industry.
Keen to join the growing list of companies using sport as a way to reach the masses is the iGaming industry. Online bookmakers and slots providers such as 32red and Titan have become multi-million dollar businesses over the last 15 years and that’s given them the ability to explore both sponsorship and licensing deals.
For example, if you play online slots at 32Red you’ll notice a slew of games based on famous movies and TV shows. From Tomb Raider and Game of Thrones to Jurassic Park and Batman, the list of pop culture inspired slots is not only impressive but a testament to the iGaming industry’s ability to harness other niches for its own benefit.
iGaming’s Sporting Synergy
“Rangers v Burnley” (CC BY-SA 2.0) by Jim Easton
In line with this trend of harnessing popular movies and TV shows to boost the profile of a new slot game, operators have also moved to create a synergistic partnership with the sports world. With many online slots providers also having dedicated online sportsbooks, the connection between the two worlds is somewhat natural and when you scroll the lobbies of any leading site you’ll find a variety of sporty slots focusing on all manner of games.
However, unlike some deals, the partnership between iGaming and sport is a two-way street with many of the biggest franchises in the world taking advantage of the world’s love of gambling. For example, 32Red agreed a three-year sponsorship deal with Scottish soccer club Glasgow Rangers in 2014.
Wanting to tap into the increasing demand for online sports betting, Rangers agreed a deal with 32Red that would see the iGaming company’s branding placed throughout its stadium as well as online.
Sport Harnessing iGaming
“Manchester United” (CC BY 2.0) by Paolo Camera
Beyond traditional sponsorship deals, the iGaming industry has also provided clubs such as Manchester United with an opportunity to connect with new fans. Thanks to a partnership with KamaGames, Manchester United now offers a growing suite of social casino games. Designed to offer novices and casual casino fans a chance to experience online casino gaming without risking real money, the games are yet another example of how the world of sport and iGaming and working together in harmony.
Naturally, like all industries, things change and over the years. The face of sport sponsorship and licensing deals has changed which begs the question, could sport go the same way? Unlike technology companies and car brands that have had their fun with sport and moved on to other arenas, iGaming will likely be around for many years to come.
An Unbreakable Bond
“e-commerce” (CC BY 2.0) by ganderssen1
Thanks to the natural bond between operators and sporting organizations (many online casino sites also offer sports betting), there will always be a relationship between the two entities. In fact, in some instances the relationship between iGaming and sport is a necessity. For example, the British Horseracing Association have specific agreements with companies such as Betfair and 32Red which provides them with much needed revenue in return for branding opportunities at the leading races in the UK.
Beyond this relationship, the willingness shown by sports teams such as Manchester United to engage with new audiences via the medium of iGaming will also strengthen the bond between the two industries. In fact, when you take a look at sport in the US, a number of NFL teams, including the Buffalo Bills and the Washington Redskins, have previously signed deals with Daily Fantasy Sports operators such as FanDuel.
Overall, when it comes to the relationship between iGaming and sport, it’s clear that the two industries are becoming increasingly intertwined. Although both could certainly survive without each other, the two have found a mutual benefit to the existing dynamic and that means iGaming will be a mainstay in sport for a long time to come.
