LeoVegas makes logical marketing move with Brentford FC

LeoVegas makes logical marketing move with Brentford FC

Tuesday, June 27, 2017 Posted by Luke Massey
LeoVegas has become shirt and title sponsors of the London club

Swedish gaming operator LeoVegas said it was a logical step to get involved in football, after signing a two-year agreement to become the official shirt and title sponsor for Brentford FC.

LeoVegas will promote both its online casino and sports betting brands on the home and away shirts for the London-based Championship club, who finished in 10th place last season.

As title sponsor, the mobile gaming specialists will also gain high profile marketing placements at Griffin Park during the 2017/18 and 2018/19 seasons, which includes displays above the goals and throughout the two-tiered Braemar Road stand.

Tom Jacobs, LeoVegas Sport Marketing Manager (UK and Ireland), told TotallyGaming.com: “As LeoVegas looks to grow its recognition in the UK, one of the next logical steps for us was to become involved in football.

“Football is the most followed sport in the UK, and it is also the biggest market when it comes to sports betting. As the main shirt sponsor and title sponsor, LeoVegas will gain large exposure from this deal and we can also build strong customer relationships at a local level with the loyal Brentford fans.

Jacobs also downplayed Sky Bet’s hold over advertising in the EFL, by saying: “We believe that despite this (title sponsorship), there are still many opportunities for sponsors - from mass brand awareness through TV coverage, to eyes from fans in the ground and from those buying your branded shirts.

“Such opportunities allow brands to build real links with the fans as contributors to their club, which indirectly leads to product loyalty. It is down to how you activate the aspects of each deal, as there are plenty of other opportunities to create content that has no relation to the EFL sponsor.”

Totally Gaming says: It may appear that LeoVegas is making a comparatively low-level entry to UK football with Brentford, but the operator will be hoping to make its mark during the Bees’ last two seasons at the 13,000 capacity Griffin Park. This is part of a targeted marketing strategy for the company, confirmed as an Official Betting and Gaming partner for 10-time English rugby champions Leicester Tigers in January.

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