BetBright's beautiful game sponsorship with FM17 Project

BetBright's beautiful game sponsorship with FM17 Project

Wednesday, January 25, 2017 Posted by Sam Cooke
Bookmaker is experimenting with new style sponsorships

Half of the current top flight of English football has a bookmaker as their main shirt sponsor. There is also an ongoing debate as to whether the sheer amount of brands in the space devalues this form of sponsorship, but we’ll leave that one for another day.

BetBright is experimenting with its sponsorships, and its latest is well worth a closer look. The bookie has sponsored the FM17 Project (that’s the latest Football Manager for the uninitiated) by The Set Pieces. The project sees two FM players, Ian Macintosh and Alex Stewart, take on a season in the Scottish Premier League with match by match reports and interviews. Those interested can follow their progress on the BetBright Facebook page.

Conor White, marketing communications manager at BetBright, explained that the main factor in the operator's decision to sponsor the FM project was the level of interaction that the content generates: "These guys have created a series that is digested and discussed by thousands of people in a way few other series are. There’s also a fun factor to the content they produce that sits comfortably within our identity as a brand.

"I believe that in the new digital environment, we, as potential customers have become somewhat numb to conventional advertising methods.

"The print advert and billboard still have their place but I think in the future it will be the brands that can cultivate a more emotional connection with their audience that will flourish. By partnering with content creators such as The Set Pieces we can help facilitate the customer experience thus helping to create that emotional connection."

White pointed out that FM Project's 'post-match interviews' are a big asset as video content creation is hugely effective in driving engagement, particularly across social channels. "As I alluded to above sports fans crave information like almost no one else. If you can create compelling content you will boost the level of engagement that occurs as a result. Video is the most obvious example of this with users sharing video content across their social networks at an incredible rate."

Totally Gaming says: The sponsoring of a niche football based product such as this might be small on headlines, but does help ingrain the BetBright brand to a small, committed community of football lovers - perfect would-be bookmaker customers. With less pressure on the marketing ROI, BetBright can even experiment with new ways of connecting with the audience.

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