Lazio shirt deal to consolidate Italian position for Marathonbet

Lazio shirt deal to consolidate Italian position for Marathonbet

Tuesday, August 21, 2018 Posted by Luke Massey
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The operator has announced a sponsorship deal with Serie A club Lazio

Marathonbet will use three key principles - extraordinary odds, extraordinary markets and extraordinary moments, to increase the impact of its short term sponsorship of Lazio.

The operator has secured an agreement that runs until at least 31 December 2018, after which date the Italian government’s blanket ban on sports betting and gambling advertising will come into force, unless there are any late legal challenges.

The Marathonbet logo will feature on the Lazio shirt in both domestic and European competition, as well as on LED screens around the Olympic Stadium and within the club’s digital channels.

Marathonbet’s Head of Brand Dan Towse expects to see an increase in this sort of short term deal across Italian football, as operators try to consolidate their market position.

He told TotallyGaming.com: “Naturally, football is a key platform for betting brands to drive awareness of its product and with increased media exposure of Serie A following Italian performances in the Champions league last season and with the high profile transfers; it only heightens brands appetite to reach the leagues growing audiences.” 

Towse was also asked about LOGiCO's plea for self-discipline from operators, and whether an advertising focus on the distinction between legal and illegal platforms is unrealistic for this period.

He commented: “I understand their approach, but with such a short timescale to try and take advantage of, I feel advertising will only increase. The challenge is for brands to try and become front of mind come 1 January and many will be jostling for that position.

“The Marathonbet approach to this Lazio sponsorship will be based around three key principles -extraordinary odds, extraordinary markets and extraordinary moments.

“Our low margin business model allows us to offer greater odds for our consumers and with hundreds of in-play markets we have an offering we believe the Italian market will engage with. This deal also gives us access to multiple assets which we will looking to share with the club’s supporters.”

Totally Gaming says: Last week, Italian trade body LOGiCO penned an open letter to industry leaders asking for ‘self-discipline during the country's transitional advertising period. However, given that operators are faced with just over four months to consolidate market position, this is an unrealistic request. Expect the call for non-invasive advertising to fall on deaf ears.

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