Betsafe signs Manchester City sponsorship as UK push gathers momentum
Betsson brand becomes betting partner of English Premier League football club's men's and women's teams, appoints new marketing agency
Betsafe has fired a warning shot to its UK rivals after becoming the official betting partner of English Premier League football club Manchester City.
The Betsson-owned sportsbook will be promoted via betting kiosks, fan activations at the club’s Etihad Stadium, access to exclusive behind the scenes footage, LED advertising around the ground and a presence on the club’s website.
The agreement covers both the men’s and women’s teams while the two parties said they would work closely together in order to devise innovative ways to strengthen the relationship.
The deal represents something of a coup for Betsafe, which is a relative newcomer to the UK market having only invested in marketing the brand in recent months.
And the firm has appointed London-based marketing agency Frank PR to spearhead its push and eat away at the market share held by established sportsbook brands such as William Hill, bet365 and Paddy Power.
Last month Betsafe launched an interactive, Rugby World Cup-themed urinal game across UK pubs and clubs as it looked to “stand out from the noise” created by competitors’ marketing material.
And a more general campaign was rolled out across northern Europe in August in which it took an honest approach by telling customers the bookmaker always wins.