Minor sports focus reaps dividends

Minor sports focus reaps dividends

Friday, September 4, 2015
Unibet’s Chris Watson delighted by EuroHockey sponsorship success

Unibet has revealed how it was able to reach out to a new customer base through its title sponsorship of the 2015 EuroHockey Championships.

Chris Watson, the company’s UK marketing manager, told TotallyGaming.com that Unibet’s promotion of the tournament led to a positive reaction from existing punters to a sport not usually considered a major vehicle for betting, while also noting new sign-ups wagering specifically on hockey.  

That tangible success came alongside the exposure generated by title sponsorship of the London event, which finished earlier this week, as the Netherlands and England won the men’s and women’s titles, respectively.

“Unibet offered the widest offering on EuroHockey 2015 in the marketplace along with live streaming on every single game, making us the go-to-destination for all bets on hockey,” said Watson.

“We saw a big spike in activity in hockey betting around the tournament and a substantial number of new accounts opened, but to further establish the success of the sponsorship we are looking at a much wider range of variables.

“These would take into account the wider branding effect of such a high-profile sponsorship to visitors and in the media as well as the ‘money can’t buy’ experiences at the event which we were able to offer exclusively to Unibet customers.”

Unibet’s UK strategy for some time has been to grow its ‘secondary sports’ revenue, with the company’s major television commercials of recent years featuring former cricketer Graeme Swann and ex-rugby union star Gavin Hastings and discussions on sports such as golf and tennis.

“While hockey is not traditionally a betting sport, a large number of sports fans care deeply about it and are highly engaged, which was proved by a large viewing audience on BBC2 as the English ladies struck gold in the final,” said Watson.

“Since our UK launch in 2013, we have positioned ourselves around being the expert bookmaker for sports people are passionate about.

“Our successful secondary sports strategy has seen us run effective marketing campaigns around cricket, tennis, rugby and golf, while still providing a huge offering for football, racing and other products.

“As Unibet is a brand with fast-growing levels of brand awareness in the UK, Eurohockey 2015 was a great vessel for us to communicate to a wide range of committed sports fans who may not have engaged with our brand before.”

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