Mr Green's plans to be with the Front Runner TV

Mr Green's plans to be with the Front Runner TV

Monday, January 30, 2017 Posted by Andy McCarron
New sports channel to carry operator's branding spoke to Mr Green’s Enda Gaffney about brand alignment, what the deal offers and where they see the value.

In 2017, any major sporting sponsorship tends to come with a pricetag. It pays to be creative. Whilst the big hitters of Betway and the like invest in seven figure deals with Premier League clubs, other operators are forced to be more innovative and take the road less travelled.

This can be a blessing in disguise. Just last week Swedish operator Mr Green became the first sponsor of new, free to view sports channel Front Runner TV.

Front Runner, which is available on Freeview ch.91 And Sky ch.468 , launched in late 2016 and is focused on delivering engaging content across a variety of sports. So far it’s featured documentaries on BMX, Motocross and ‘Thrillbillies’ a show with ill-fated extreme sports stunts. It’s exciting and it’s fresh. Mr Green’s Enda Gaffney explained how this is one of the reasons they saw similarities between the operator and Front Runner.

Gaffney commented: “There are undoubted similarities between both brands. We see Frontrunner as a new, upcoming freeview channel matching our slightly younger male UK audience. The channel has managed to grow their audience quickly with niche content focused on sports and entertainment with a bit more edge and thrill. This suits us just fine.”

Television sponsorships are nothing new of course but the Front Runner arrangement is a different entity than typical advertising slots during half-time of the football. All of its content is purely sports focused, meaning all of its customers are sports fans, and moreover there are plans afoot to broadcast live content in the near future.

On what such a partnership with an exciting but admittedly fledgling channel offers Mr Green, Gaffney said: “Combining a sponsorship like Front Runner alongside our traditional TV spots and a big digital footprint allows us to showcase our product offering of Live casino, slots and sport as well as tailor our message efficiently towards relevant audiences who want to be entertained at Mr Green. It also sits nicely alongside our recently announced partnership of Wigan FC.”

Mr Green also sponsors ITV4 in a bid to attract a slightly older male audience and cover the different typical betting demographics. This one with Front Runner though warrants a close look with its coverage of ‘off-the-wall’ sports and focus on escapism and fun.

Gaffney concluded: “Through alignment of tonality and a creative conceptualisation of our communication - we make sure we stay true to our brand and secure that the viewer knows that if they are looking for entertainment - They simply ask for Mr Green.”

Totally Gaming says: A sensible move by Mr Green to get in early with a brand that has the potential to become an exceptionally popular sports channel. The free to view aspect should have students across the country watching in droves.


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