Sleeve sponsorship opportunities restricted for the betting sector

Sleeve sponsorship opportunities restricted for the betting sector

Friday, February 10, 2017 Posted by Luke Massey
Exclusivity deals will prevent shirt and sleeve sponsors from same sector

The Director of Partnerships for Pitch Marketing has predicted that it will be a few seasons before companies from the betting sector get involved in Premier League sleeve sponsorship.

The Premier League has followed in the footsteps of La Liga, Ligue 1 and the Chinese Super League by accepting sleeve sponsors from the start of the 2017/18 season.

It has been estimated that the top clubs could bring in £10 million per season for the 100 square cm placement, which is significantly more than the £6 million that Betway pays for front-of-shirt sponsorship with West Ham, the highest figure for a bookmaker sponsor in the English top flight.

Gavin Peters told TotallyGaming.com: “You need to think of the inventory as more than 100 square cm. It’s a prestigious spot directly associated with the asset that brands and fans want to get closest to – the players. Most brands can make that size and shape of space work, because in a digital first world they’ll be used to communicating with their fans through social media and pushing their logos out in that format.

“For the deeper brand messaging, I’m sure they will also have all the access to rights that other partners get, such as boards, backdrops and use of talent, as well as social and digital opportunities. So, in that sense, it’s really the upgrading of a second-tier partnership which can deliver strong engagement for brands to hundreds of millions of fans worldwide.

“However, for the betting sector I think it will take time – over half of the clubs have betting partners on their shirts at present, and the clear majority will have existing betting deals in place when the new rules come in, so there won’t be a lot of room for new entrants. In future, I’m sure we’ll see it, but it is likely to evolve over the next few seasons as opportunities arise.”

Totally Gaming says: Given that exclusivity deals will prevent clubs from selling to a company in the same sector as their lead shirt sponsor, the opportunity for bookmakers to get involved in sleeve sponsorship may not arise immediately. However, it is possible that the situation will evolve over the coming seasons, with more 'high quality inventory' being made available to sponsors.

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