Dafabet extends reach with Welsh league sponsorship

Dafabet extends reach with Welsh league sponsorship

Thursday, June 11, 2015
John Cruces hopes to make an impact through the WPL deal

Dafabet has continued its strategy of pushing for exposure through links with a number of football markets after becoming the new title sponsor of the Welsh Premier League (WPL) top-tier club competition.

The betting operator is already the shirt sponsor of English Premier League side Sunderland and English Championship second-tier club Blackburn Rovers, and also has a partnership with Scottish Premiership giant Celtic.

John Cruces, Dafabet head of marketing, says that while the company has joined forces with those clubs primarily to achieve greater exposure in its main Asian market, the deal with the WPL is all about prominence in the UK.

“Having increased our presence in English football for the forthcoming season as well as forming our first partnership in Scottish football just recently, it made sense for us to explore the opportunity to make an impact in Welsh football when the league sponsorship option was presented to us,” he said.

“By sponsoring the WPL we’ll be seen across all the clubs in the league which will help us increase our brand presence in the UK.”

Although the length of the multi-year deal with the WPL was not disclosed, it was confirmed that the partnership will begin with the 2015-16 season. 

Dafabet also has a partnership with English Premier League club Everton and was the shirt sponsor of FA Cup finalist Aston Villa from 2013-2015.

Speaking to TotallyGaming.com, Cruces added: “Simply speaking we’re increasing our presence in football for worldwide exposure. When the company was formed it was primarily Asian facing, which to some extent is still the same, but we’re moving into the UK and Europe where possible, so we see it as a great opportunity to be viewed. 

“Scottish football, for instance, is used as a curtain raiser to the Premier League matches in many Asian countries, with the ‘early’ Saturday game being prime-time viewing.

“We want to be in the position that each weekend we’re seen one way or another, if only with one club you could be missed, the real big hitters aside.

“Sponsoring Blackburn was due to the increased coverage of the Championship, both in the UK - with Channel 5 showing games terrestrially - and in Asia with more and more highlight shows being shown.”

Wales’ top-tier club competition will become the Dafabet Welsh Premier League, with reports suggesting it is the most lucrative sponsorship deal in the tournament’s history.

WPL league secretary Gwyn Derfel said:  “I am very pleased Dafabet have become headline sponsors for our national league in Wales. “Dafabet’s increasing portfolio of partnerships with major players in the sporting world show the company’s faith in our ever improving product.

“I thank Dafabet for their faith and investment and look forward to a productive future for the Dafabet Welsh Premier League.”

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