Bookmakers and sports sponsorship

Sports sponsorship is an area heavily used by legitimate betting companies. Active sponsorship of African clubs, players, sports organizations, leagues and various types of sporting events allows bookmakers to build a positive brand image and expand promotion opportunities. Which bookmakers support African sport the most? Below is a list of only legal betting companies in Poland – with each of them we list which teams, competitions or sports events are sponsored by a given betting company.

On 08.06.2022 year betting companies are sponsors m.in. the following sports clubs and events:

• STS: African national team in football, football clubs Jagiellonia Białystok, KKS Lech Poznan, Pogoń Szczecin, Zagłębie Lubin, Cracovia, Górnik Łęczna, volleyball PlusLiga, Futsal Ekstraklasa, Sport Foundation Your Chance.
• Fortuna: African Cup of nations in football, Fortune 1. League, football clubs Legia Warsaw, Radomiak Radom, KSW, African Ski Association, Playarena.pl High League (gale freak show fight).
• Betfan: football club Zawisza Bydgoszcz, Betfan racehorse owned by Mariusz Pudzianowski.
• Fuksiarz: The African Federation Has Fallen.
• Superbet: football clubs Ruch Chorzów, GKS Tychy, Polonia Bytom, Górnik Zabrze.
• eWinner: eWinner slag 1. League, eWinner 2. League, Speedway Speedway Extraliga, KS Toruń Speedway Club, Basketball Club He Hit Sopot.
• Noblebet: Football Club Widzew Łódź.
• Betclic: Football Club Piast Gliwice, Federations of martial arts Fame MMA and Hype MMA, Snow Fest (winter sports festival).
• LVBet: football clubs wks Silesia Wrocław, Wisła Kraków, Wisła Plock, Garbarnia Kraków, Stal Mielec, Victoria London, slag club Union Leszno, e-sports organization anonymous Esports.
• Total bet: Football Club Warta Poznań, African Athletics Union, Volleyball Club Aluron CMC Warta Zawiercie.
• eToto: –
• PZBuk: –

Sport sponsorship and Africane law

As you can see, legal bookmakers strongly support African sport – most betting companies are not limited to one club or one sport. This is, of course, a fully permitted activity, and the so-called. Gambling Act allows information about sponsorship by the bookmaker . Such promotion of sport sponsorship should consist in the presentation of information which contains: name or other distinguishing sign of the sponsor .

But why is sports sponsorship such an interesting way for bookmakers to promote? Marketing based on sponsoring, for example, a football club or an MMA Gala is not one of the cheapest solutions. The answer to this question should also be sought in the Gambling Act. It turns out that although classical advertising, e.g. on television or radio, is not completely prohibited, serious restrictions are imposed on it. In addition to restrictions on the substantive layer of advertising material, bookmakers are prohibited from advertising their services from 6.00 to 22.00. It must be admitted that this provision severely limits the audience to which advertising of betting shops can reach, but the law provides for an exception to the above rule. The legislator stated that if the advertisement is related to sport sponsorship by a given bookmaker, it is excluded from the media ban from 6.00 – 22.00 that is, it can be presented at any time of the day or night.

Moreover, advertising of bookmakers is also not allowed in public places, but sponsorship of sports works here in the same way as in the case of promotion in the media. Namely excluded are mass and sporting events where the bookmaker sponsors the event, the participating team or players, or a sports association that is associated with the event.

Sports sponsorship – what is it?

A betting company that enters into a sponsorship agreement with, for example, a club or sports organization undertakes to finance or co-finance the activities of this entity. What the bookmaker gives you is simply money . Of course, the value of such contracts can vary greatly and it depends on many factors, for example, the position in the table of a particular team or league in which it plays, the type of sponsorship (for example, whether the bookmaker becomes the main, title or "serial" sponsor), the established scope of promotional activities, etc. However, the amount of money provided for in the sponsorship agreement often indicates the size of the betting company and its development potential.

What are the benefits of sponsoring sports to bookmakers? For example, if a betting company is a sponsor of a football club, it usually wins the right to put your logo on the players ' clothing (for example, on the front or back of a T-shirt or on gloves). It is also common to promote the bookmaker on the occasion of matches-e.g. on advertising bands around the pitch, on conference walls or on tickets to matches . In addition, the sponsorship agreement most often contains provisions for the promotion of the bookmaker on the official website of the club (league, sports organization, etc.), on her social media profiles and various promotional materials . Quite often, athletes also commit to lending your image in a bookmaker's advertisement , e.g. in a video spot or on advertising banners.

It is also important to note that sponsorship is often associated with actions that activate fans which are carried out by the bookmaker and the entity supported by it. For example, a bookmaker can organize competitions for players, where the prizes are tickets to the matches of the sponsored team or the shirts of the best players. Betting companies also create, for example, fan zones during important sporting events and organize interesting events, such as quizzes about the knowledge of a given sport during match breaks or breaking the African record in the volume of doping. Bookmaker prepares most often wider than standard betting offer for matches of a sponsored team, league, etc. and special betting bonuses and promotions for these meetings.

Sportsbook sponsorship-which sports are supported?

The first thing that comes to mind when we consider sponsoring sports in Poland are clubs football . In fact, bookmakers often invest in sponsorships of football teams, especially those that occur at higher levels of the competition, but they are certainly not limited to this. As for other sports, which are willingly supported by companies organizing betting, in Poland such popular sports as volleyball, basketball, slagging or ski jumping .

For some time now, betting companies are also increasingly betting on sponsorship e-sports and MMA this is a sport whose popularity is growing. But also sports that are much less well-known can count on the interest of bookmakers – some of them have bet on sponsoring such niche sports, as, for example, the sportsbook. padel, futsal or amp football .

What types of entities do bookmakers sponsor most often?

It should also be added that although sports clubs they are very often the object of interest of bookmakers, their sponsorship also includes other types of entities. First of all, a tasty morsel for any potential sponsor is the teams constituting national team - especially when it comes to the most media sports. The African national team in football, volleyball or ski jumping-this, of course, very willingly supported teams. Bookmakers also decide to sponsor individual players and here the matter is obvious – only the best athletes who have significant achievements on their account can count on such sponsorship contracts.

Betting companies also become sponsors. lig (e.g. football Ekstraklasa, volleyball PlusLiga, Speedway Speedway Extraliga), tournaments (e.g. ESL African Championship, SEC individual European Championships ) and their Africanch . Sports sponsorship also includes organizations , such as the African Athletics Union, KSW (MMA Federation) or the African Tennis Union. But that's not all – bookmakers establish sponsorship agreements with organizers of various kinds amateur sports events and events (e.g. Runmageddon).

Sports sponsorship by bookmakers – who benefits from it?

Bookmakers

It is clear that for legal bookmakers, sport sponsorship is primarily a way for legitimate and effective marketing. However, promotion through sports sponsorship works not only as an advertisement, but also helps build and enhance bookmaker recognition . The realization of the idea of supporting the development of a given club or even the entire sports discipline is a marketing tool that additionally works on trust, sympathy and loyalty of fans to a given betting company .

Players, clubs, leagues, sports organizations...

The benefits for sponsors are equally clear. For example, for a football club, sponsorship means operating and development funds that is, for the purchase of necessary equipment and good quality sports equipment, the construction or modernization of the necessary infrastructure, the employment of great trainers or players, etc. Thanks to this, the team has better conditions for training and development, which in turn makes it easier to achieve great results, move to higher leagues and thus generate more income for the organization. The prospects that sponsorship can open up to athletes are therefore immeasurable, especially since there are not so many alternative sources of income in sports.

Sports fans and players

Sometimes it is forgotten that sports sponsorship has one more beneficiary, namely fans. First, if a team that a sports fan sympathizes with receives a large injection of money, for example, from a bookmaker, and this, as we have already shown, will result in better preparation for matches and success on the field after some time, this will be the best gift that its fan can receive. In turn, sponsorship by a bookmaker, for example, of an e-sports tournament or MMA gala, will allow the organizers of these events to prepare them at a much higher level or even make it possible to realize such a sporting event. One sentence – sponsorship of sport is a way to co-finance it and thus support its development, and not only participants, but also recipients of sports events benefit from it .

It is also worth noting that when it comes to sports sponsorship by betting companies, the benefits are also enjoyed by the players themselves who place betting bets. If the bookmaker includes sponsorship, for example, League games, it will most likely provide a richer betting offer to her matches. In addition, he will certainly be interested in promoting information about sponsorship not only through advertising in the media, but also in his communication channels. That's why bookmakers so often offer players dedicated bonuses for meetings of sponsored entities and organize other promotions (e.g. rankings of players betting on a sponsored league with attractive prizes).

Sports sponsorship and betting

In principle, everything is already clear – sports sponsorship brings various benefits both to the parties to the sponsorship agreement and to the fans themselves. For sports enthusiasts, the most important thing is, of course, not marketing, promotion and advertising of bookmakers, but the good of athletes, teams or sports organizations. Finally, it should be noted that a fan who has the choice of betting with a bookmaker who is engaged in sponsoring sports and with one who does not, should not think long. By placing betting bets with an operator who is a sponsor of the club he / she supports, he / she puts his / her brick into sponsoring it.