The relationship between soccer clubs and the iGaming industry is one of the most strategic in the entertainment space. With a 3.5 billion people dedicated fan base, soccer is a marketer’s magnet.
Top soccer leagues and clubs generate huge revenues but also require large budgets to remain competitive. It is also apparent that iGaming has been one of the vehicles driving soccer’s popularity.
iGaming is a very competitive field, with each casino struggling for visibility. Bottom line, visibility is often tied to the casino’s profitability. By exploiting soccer’s popularity, casinos have managed to gain visibility while also providing soccer clubs with the necessary resources to retain their competitive edge. Luckily, guides such as those from Casino Canuck, an online casino comparison site, get you all the information you need on iGaming.
Here is how soccer clubs are embracing iGaming to boost revenue.
Sponsorship
Online casinos sign sponsorship deals in which the casino provides financial resources to a club or league in exchange for the visibility provided in soccer. Soccer clubs need physical resources, including a field, gym, balls, nets, and various equipment. Apart from competitive players, clubs also require support personnel such as a team doctor, physiotherapist, technical bench, and a manager.
Club expenses, such as a youth program and player purchase, are also often funded by club sponsors. In exchange, the iGaming sponsors get to flash their promotional messages on billboards and digital displays when the game is in progress. Player jerseys are also branded with the sponsor’s logo and colors. Some casinos will even take over the naming rights and branding of entire soccer stadiums.
The beauty of sponsorship is that there is room for every casino and every football club to benefit. While the casinos with financial clout can sponsor international tournaments and top-tier clubs, less well-known casinos can opt for local leagues and teams.
When iGaming websites use their available resources on gamblers, it’s a way of motivating them. It keeps them playing, which is a way of increasing both the casino’s and their visibility. By doing so, they also make their sponsors more known.
Keep Fans Engaged
Soccer fans play a big role in making the game more exciting. With every match, fans come with a lot of excitement and hype trying to popularize their favorite soccer clubs. Fans are also a great way of bringing in revenue for soccer clubs. Some casinos use the fans’ passion to increase their visibility.
One of the ways iGaming platforms engage fans is by running in-game bets even as the live game unfolds. Fans also enjoy fantasy football. It gives them the freedom to come up with their imaginary dream teams. They achieve this by choosing a strong fantasy team of players who play against other gamers’ teams in a wonderful virtual fantasy championship.
Promotions
Gambling sites offer players promotions as a way of attracting and retaining them. These promotions include free bets, improved odds, and exclusive promotions. Some casinos will even go as far as offering fans the chance to meet with their favorite soccer idols. By keeping soccer fans engaged in their favorite sport, an iGaming platform builds brand recognition and loyalty amongst fans.
Some casinos will go as far as organizing promotional events during halftime of a match. In addition, betting during the match is encouraged through cash prizes. Many players find it rewarding to win money while also supporting a winning team.
Global Visibility
Technology has made the whole world seem like a village through how everything is connected. Due to this, soccer clubs and leagues boast of fans globally. By iGaming sites joining forces with soccer teams, it helps these clubs get more fans
In regions where soccer is restricted or heavily regulated, fans can still watch their favorite teams on iGaming sites that stream the games.
The younger generation, which is more tech-savvy, is the future of both iGaming and the next generation of soccer fans. Although this demographic might be protected from the express marketing of gambling, they see the sponsor’s brand on their soccer idol’s jersey and all over the stadiums. Eventually, they are more likely to embrace the iGaming sponsor that collaborates with their team.
Collaboration Concerns
Although the benefits of the partnership between soccer and iGaming are apparent, there has also been some criticism of this collaboration. The disquiet primarily comes from the nature of iGaming.
Unregulated betting can be harmful and addictive, but controlled betting can be an entertaining pastime with the possibility of making some money. Many governments put regulatory mechanisms to ensure that their citizens bet within an ethical and legal framework.
However, critics of the partnership between soccer clubs and iGaming point out that underage soccer fans risk being drawn into the world of betting and gambling before they have reached the legal age to bet. It is a concern that both online casinos need to address in their sponsorship and marketing campaigns.
The Future of Soccer and iGaming Partnership
The partnership between iGaming and soccer is not ending any time soon. This is because soccer clubs need the financial muscle that iGaming brings to the beautiful sport.
With proper funding, soccer clubs can easily keep up with the competitiveness within the industry. Funding helps soccer players get all the necessary resources they need to nurture and use their talent to the maximum. It also ensures that clubs can comfortably identify and grow upcoming talent.
iGaming companies, on the other hand, get value for their money when they are associated with the success of a club they sponsor. Most online casinos also invest in technology that gives soccer fans a more interactive experience as they engage with their favorite club and players.
To avoid the risk of young fans being drawn into the world of betting prematurely, gaming regulatory bodies should add a caution about underage gambling in their advertising.