Betway reveals delight at UK Championship deal

Betway reveals delight at UK Championship deal

Thursday, April 9, 2015 Totally Gaming

Betway has described its deal to sponsor snooker’s UK Championship as a “landmark moment”.

Speaking to TotallyGaming.com, Alan Alger, PR manager at Betway, said that the agreement was part of a broader strategy of sponsorships and partnerships and also reiterated the brand’s commitment to snooker.

As part of the deal, Betway will be the title sponsor of the UK Championship, which is considered to be the sport’s second biggest tournament and is broadcast by the BBC each December. The agreement with the World Snooker global governing body comes just a few weeks after the betting operator sponsored the World Seniors Championship and Shoot-Out.

“This is another landmark moment for our growing brand. Having previously sponsored World Snooker’s Shoot-Out and the World Seniors Championship, this deal further cements Betway’s commitment to the sport of snooker and its millions of fans around the world," Alger said.

“Sponsorship agreements and partnerships are vital for all brands within our sector. In terms of business objectives, a well-planned and activated sponsorship will raise awareness of Betway and increase brand loyalty, as well as drive new account signups.”

The UK Championship has been sponsored by Coral, William Hill and 12BET in the last five years, with Coral also sponsoring the event from the late 1970s to mid 1980s.

Betway is also the title sponsor of Premier League Darts, has backed big horseracing events and is also a partner of English Premier League football club West Ham United.

"We aim to help share the thrill of sport, as well as provide fans with additional expertise through Betway’s sponsorships, brand ambassadors and via our own media channels," Alger said.

"All of our sponsorship agreements have been vital to our growth as a business and a brand. We’ve sponsored a wide range of sport that fans are passionate about from handball in Denmark to fantasy football.

"We are absolutely thrilled to work with World Snooker on the 2015 Betway UK Championship and hope for another nail-biting final."

Snooker also seems to be pleased to have Betway on board, as World Snooker chairman Barry Hearn added: "Betway recently sponsored the Shoot-Out and World Seniors Championship so they are aware of the incredible exposure they can expect through our sport."

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