Marketing

Smarkets expands Strive remit supporting SBK launch

Seeking to boost coverage of its newly launched SBK ‘true price’ sportsbook product, Smarkets has expanded the remit of its partnership with sports marketing agency Strive Sponsorship. Smarkets has worked with Strive since September of last year, appointing the London-based agency to develop brand-led content-rich marketing campaigns across social media verticals, promoting its Smarkets flagship betting exchange product. Expanding Strive’s …

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Unibet Australia seeks deeper brand narrative with ‘It Pays to Speak Sport’

Kindred Group’s online sportsbook subsidiary Unibet Australia has launched its new multi-media advertising campaign ‘It Pays to Speak Sport’ to differentiate its brand from existing market incumbents. The high definition campaign, which is narrated by Unibet Australia Ambassadors Brian Fletcher an NRL commentator and cricket counterpart Mark ‘Junior’ Waugh, has been developed by Sydney-based creative marketing agency AnalogFolk. In its campaign …

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PSV Eindhoven launches fan consultation on gambling partnerships

PSV Eindhoven has called upon its season-ticket holders to offer feedback on the potential for future commercial partnerships between the team and an online gambling company. Dutch newspaper Eindhovens Dagblad has confirmed that the football club had sent out letters to its fans requesting their views on gambling promotions, with a potential deal estimated to be worth between €1m (£900,000/$1.1m) …

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Betclic continues image refresh with ‘L’heure du Match’

French betting group Betclic has launched its new multi-media advertising campaign ‘L’heure du Match’ (‘Match Time’), seeking to promote its new brand profile to French football audiences. The advert is the first nationwide campaign developed by Paris-based marketing agency Socialy.fr, who last March was confirmed as Betclic’s new creative advertising lead, across all French advertising formats. The appointment saw Socialy.fr …

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MGA establishes new Committee to monitor advertising standards

The Malta Gaming Authority (MGA) has strengthened its advertising compliance capacity by establishing a new ‘Commercial Communications Committee’ (Committee). The Committee has been formed to support the MGA, making sure that licensed incumbents adhere to the advertising guidelines set by the MGA’s ‘Gaming Commercial Communication Regulations’ policy. Bolstering provisions, the MGA has published a 30-point checklist for licensed operators offering guidance …

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Betsson partnership sees GIG Comply maintain its tier1 status

Stockholm-listed online gambling group Betsson AB has become the latest industry incumbent to integrate Gaming Innovation Group’s ‘GIG Comply’ provisions across its digital marketing operations. Updating stakeholders, Betsson details that it has integrated the industry’s most sophisticated ‘compliance screening tool’ to support its ongoing multi-brand marketing campaigns. Helping operators adhere to diverse marketing compliance standards across multiple jurisdictions, GiG Comply is …

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Betclic takes aim at Santa Casa in latest Portuguese advertising campaign

French betting group Betclic has courted controversy after launching its new Portuguese advertising campaign ‘Censurado – (Censored)’ featuring popular comedian António Raminhos. The integrated campaign, which features the slogan ‘The ad that TV could not approve’, sees Raminhos ‘bleeped out’ on TV formats as he tries to explain the benefits of wagering on Betclic against Placard– the digital property of Portuguese …

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HRI launches new campaign to boost racing engagement

As part of a new bid to boost interest in the sport, Horse Racing Ireland (HRI) has spearheaded a new television marketing campaign which is set to be broadcast across a number of Ireland’s major television channels.  The new campaign is due to be led by HRI commercial and marketing director Paul Dermody, and will feature a number of key …

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Betfair accelerates LATAM drive by backing CONMEBOL

Betfair has advanced its LATAM profile after confirming that it has become an ‘Official Partner’ of CONMEBOL – the governing body of South American football. The partnership, which will extend until December 2022, will see the Betfair brand displayed across CONMEBOL’s flagship Copa Libertadores and Sudamericana tournaments, South America’s most prestigious club competitions. Betfair Brand Director Stephen Mault said: “We are delighted to be …

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ASA brandish red card to Football Index ads

The Advertising Standards Agency (ASA) has pulled a Facebook-based ad belonging to Football Index – Bet & Trade – a regulated gambling platform – due to it breaching advertising codes. The complainant raised the issue that the Football Index ad, which heavily featured England and Borussia Dortmund superstar Jadon Sancho (19), was in breach of regulations prohibiting the use of under …

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