Operator talk: Partnerships key to customer engagement

Operator talk: Partnerships key to customer engagement

Thursday, August 27, 2015
Massimo Temperelli believes deals with sports teams is vital for operators

Italian gaming operator Sisal Matchpoint says that association with sports clubs is “the easiest way to talk” to customers after signing a deal to become top sponsor of Serie A top-tier football club AS Roma.

Massimo Temperelli, the company’s betting director, said that the partnership will give it further opportunities to engage with fans of Roma and football in general during the new season.

Despite not being a shirt sponsor – with many major football clubs across the continent seeing their kits adorned by gambling firms’ logos – Temperelli told TotallyGaming.com that the opportunities offered by the deal with the Uefa Champions League qualifier will allow the company scope to promote its brand throughout Italy and beyond.

“Regardless of the type of agreement, we think that sponsorships in sports are the easiest way to talk with our target,” Temperelli said. “Sisal Matchpoint is not the only betting company involved with a sport sponsorship, in Italy we have a lot of cases that demonstrate the importance of these deals.

“However, to obtain results it is fundamental to strongly activate the sponsorship involving the fans with events, contests, competitions and many other activities.”

Sisal Matchpoint will benefit from branding placement inside the team’s Stadio Olimpico home stadium with visibility on LED screens and in the press room. The company will also be featured on Roma’s website, in matchday programmes, and offer dedicated sports betting segments on the club’s official radio station

“I think that the most exciting thing about the agreement is the possibility to create an innovative communication campaign with AS Roma, to talk about Sisal and the world of betting in a new and creative way,” Temperelli said.

Sisal Matchpoint has previously held similar deals with fellow Italian football giants AC Milan and Internazionale, and also major basketball and cycling teams.

Such deals could be vital for companies on the Italian betting scene, with a competitive market developing since the licensed regime was introduced, and sports betting in Italy was up around 11 per cent year-on-year in 2014 at €4.25bn ($4.78bn).

“The sports betting industry in Italy is experiencing a phase of adjustment after years of growth, due to radical changes in products, tools and also to customers' habits,” Temperelli said. “Today we are facing a growth of online gaming and, in particular, live betting.

“Among the sports, football continues to lead the way, collecting about 87 per cent of the turnover. Tennis and basketball account for about 10 per cent, while the remaining ‘crumbs’ are allocated to other disciplines.”

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