Betting platforms are fully-featured companies seeking profitable investments both online and offline. They teamed up with Hollywood studios and video game producers and now are expanding their influence to soccer fields. Football clubs and their gambling partners promote a rewarding yet responsible lifestyle on and around the pitch. The gambling companies sponsoring teams we're about to display also have online casino versions.
Soccer fans enjoy themed slot machines and traditional table games while waiting for the match to begin. In collaboration with LeafletCasino site experts, who research online casinos and their activities, we have collected the most famous collabs of football clubs and casinos. With that in mind, the best online casino websites also have attractive bonuses, making you feel like a goalscorer who gets more for the win. So, let's dive into the exciting world of stadiums, goals, cards, reels, and top-notch marketing campaigns.
RSC Anderlecht
In 2013, Bwin.party identified Belgium's most successful soccer club as ideal for an innovative partnership. The already-running RSCA digital platform started to receive Bwin-specific programs to the joy of the loyal fan base. According to Bwin.party's chief executive, Norbert Teufelberger, the company wanted to gather elite European football clubs under a single hood. The champions of England, Italy, and Germany were already there. Adding Belgium's top is the next logical move.
The sponsorship package worked two ways. First, it was integrated into RSC Anderlecht's social media, websites, and apps. Then, it included a series of fan-based initiatives along with stadium branding. Moreover, players participated in themed marketing campaigns. Three successful years of cooperation weren't enough – the club replaced Bwin with Betway.
The new agreement commenced in 2016. Initially, it included Anderlecht's Constant Vanden Stock Stadium's enhanced branding. Moreover, they planned to increase RSCA's social media reach and to bring Betway online casino closer to Belgian fans. While the parties didn't disclose the figures, experts believe the contract cost £6,000,000 a year. Riding the wave of success, Betway later sponsored Belgium FA's Croky Cup and further increased its sight in the country.
Manchester United
Red Devils went beyond classic partnership deals by launching a dedicated app. Bwin.party's 3D casino environment takes you to the virtual Old Trafford's backdrop. United's players welcome customers, and voice-over guides players through the app. This piece of Android and iOS software features different casino games and experiences, taking the story to a new level.
Manchester United debuted on the NY Stock Exchange in 2012 following a series of commercial linkups. Bwin wanted a new partner to exploit its international appeal. With 500+ million followers exceeding Europe, Man Utd is an opportunity for the online gambling company to expand in social gaming. Parties introduced free-to-use web-based games where players purchased online credits to unlock additional features when playing against each other.
Besides Bwin.party, Man Utd has one more gambling partner - Betfred. In 2022, the sides agreed on Betfred to become the official betting sponsor. The contract worth over £4,000,000 came at a challenging time - the British media questioned gambling sponsors in the EPL on football stadiums. However, the sides remained partners to this day – moreover, Betfred sponsored other significant sports competitions in snooker, golf, and darts.
Real Madrid
The Spanish football team also benefits from several gambling partners. A decade ago, Bwin.party became Real's official digital partner. The long-term shirt sponsorship reflected a comprehensive consumer behavior study. Again, the gambling platform focused on then-innovative social gaming. Also, they incorporated Real's extensive media rights and content catalogs to leverage the brand's strengths.
While many football clubs focused on Europe, Asia, and the Americas, Real Madrid expanded its spread to the Russian CIS territories. The Spanish giant partnered with Fonbet to feature more than 1,000 of their sports betting shops. The dedicated mobile app lets Los Merengues bet on football team matches, e-sports, and more.
To help Madridistas bet on sports and enjoy slot games, Real Madrid extended the contract with Codere. The Spanish capital city-based gambling platform is the first licensed to host sports betting operations in the country. The partnership stretches to 3,500 sports betting machines, 1,000 betting shops, and 10,000 bars. The online version erases the borders, extending to Mexico, Colombia, and Panama.
Bayern München
The German football club teamed up with three gambling companies. First, their basketball section partnered with Bwin.Party in 2011. Then, in 2014, the club signed a multi-year contract with Tipico, extended until 2025. Karl-Heinz-Rummenigge, FC Bayern CEO, considers Tipico the industry leader and the football team's natural partner.
Both parties target the number one places in their industries, sharing the same vision and desire to win. Since 2021, Tipico has offered betting tips and expert guides for all Bayern's matches. Bettors receive the latest information and detailed forecasts for Bayern's duels in the Bundesliga and ECL.
In 2021, Bayern expanded its actuality to the Asian market, and 188BET played a significant role. The company, famous for its attractive traditional and online casinos, was selected to deliver engaging in-market content in the vibrant area.
Juventus
Gambling companies search for global partners, and Juventus Football Club is an excellent choice. The Italian side signed a short-lasting contract with BetClic in 2011, who stepped aside a year after. But, the French online betting company paved a path for other brands with slots and table games to feature Juventus' shirts.
In 2013, Juventus and Bwin. The party signed a strategic partnership where the brand became the club's official betting sponsor. The package presumed Bwin.party starring Italy's most successful football club's promotional activities. Moreover, fans enjoyed integrated activities in Juventus' social media channels and digital platforms. Also, parties profited from online and offline co-branding activities, marketing campaigns, and stadium branding.
The extended package reflected Bwin.party's sponsorship strategy evolution. From sportsbooks and football-themed slots, they focused on social gaming and mobile integration. As CEO Giuseppe Marotta stated, the contract is an internationalization strategy for Juventus. Parties celebrate the agreement with "Estate Bianconera," a unique season tickets raffle. They only need to deposit €10 and put a "yes," answering the question regarding Juventus' chances of winning the double by taking the Serie A League and Coppa Italia Championship.
Copenhagen and Midtjylland
Danish football has slightly different partnership agreements, like Scottish sides, which we'll discuss later. In 2012, the online gaming company Unibet announced 3-year sponsorship contracts with FC Copenhagen and FC Midtjylland. The agreements made Unibet both Danish Superliga football clubs' exclusive betting partners.
Moreover, Copenhagen and Midtjylland will introduce the "Unibet Stand" at their home facilities. Clubs reportedly negotiated with different betting platforms, but Unibet's offer matched CEOs' expectations. The betting company strives to become Denmark's favorite provider, marking the contract a natural step in the plan.
Celtic
The most significant sponsorship contract in Scottish football was in 2015, when Celtic signed with Ladbrokes. The betting company has a considerable existence and heritage in the UK, hosting 2100+ betting kiosks countrywide. While Ladbrokes sponsored the Scottish league's premier 2 tiers with standard marketing tools, Celtic had a different plan. Fans could place bets across other markets using the football club stadium's app (penalties, next scorer, cautions, etc.).
Arsenal
The Arsenal Football Club is another English Premier League team with a strong Asian market presence. In 2013, The Gunners partnered with Bodog in a multi-million deal to capitalize on the substantial Asian fanbase. Being proactive in the region, Arsenal quickly realized its massive potential.
Therefore, Bodog gained exclusive rights outside Europe and an opportunity to develop marketing-driven initiatives and themed promotions. Regarding gambling options, Bodog hosts branded poker rooms and licensed online casinos. They also work in the US and Canadian regulated jurisdictions. Thus, it would be reasonable for Arsenal to consider further expansion.
Wrapping Up
Football clubs, online casinos, and sports betting platforms created new business agreements. For over a decade, the symbiosis led to lucrative contracts and extension from home countries to markets worldwide. However, future football club-gambling companies' perspectives and partnerships are challenging. As you read in the article, most contracts ended this year or will be completed within a 2-year timeframe. The growing number of regulated jurisdictions question such marketing activities, raising responsible gambling concerns. Furthermore, certain countries issued bans on the jersey and stadium advertising of all betting activities, esports, and slot machines. Currently, contracts remain while both parties seek ways to overcome potential obstacles.
