Unibet continues cricket focus with CPL deal

Unibet continues cricket focus with CPL deal

Wednesday, June 3, 2015
Cricket is an important market for Unibet

Unibet is hoping to affirm its position as a major force in "secondary sports" betting after signing up to be the title sponsor of the Twenty20 cricket Caribbean Premier League (CPL) competition.

Ed Nicholson, the gambling operator’s head of marketing and PR (UK), told TotallyGaming.com that the company wants to continue its strategy of enticing punters to bet on tennis, rugby and cricket by linking up with those sports.

The company has used former England cricketer Graeme Swann and other big names in television adverts to push those sports, and has also sponsored Sky Sports’ coverage of the Indian Premier League and the Cricket Speaker of the Year Award.

"Unibet’s sponsorship of the CPL is a continuation of our support to cricket, which continues to grow as a betting medium with us," said Nicholson. "More than 90 per cent of our cricket betting turnover is on the shorter version games (20/20) and our customers enjoy the fast flowing, quick changing nature that provides them with plenty of betting opportunities.

"We have developed our betting offering on cricket in the last few years, and again in recent months, so we now offer more than 50 different markets on each match."

Unibet also launched a new ‘Frozen Moments’ advertising campaign during the recent England-New Zealand Test series, and expects this to gain greater coverage during the forthcoming Ashes.

Nicholson explained that the company decided to focus on cricket, tennis and rugby during its relaunch in 2013, and that the fun aspects of the CPL – which begins on June 20 - fit in with the Unibet brand.

"We relaunched in a year where there was no summer football tournament and the main highlights of that summer were Andy Murray and Wimbledon (tennis), the British Lions tour of Australia (rugby) and the Ashes (cricket)," Nicholson said.

"So, cricket has been a key secondary sport for us for the last few years, and we saw a good return to our cricket marketing investment in terms of accounts opened, bets placed and continued presence of these customers on cricket events over the last two years.

"This sponsorship with the CPL is a development of this strategy to some extent, and the CPL brand fits with our brand values – it’s passionate, it’s friendly and it’s expert."

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