Betway's UK push continues with golf and snooker deals
Operator becomes title sponsor of snooker's UK Championship and signs Sky and BBC broadcaster as golf ambassador
Betway’s drive for UK sportsbook market share shows no sign of slowing as the firm announced two new marketing deals, including one to become title sponsor of snooker’s UK Championship.
The 2015 Betway UK Championship will take place at the Barbican in York from 24 November, and is the Microgaming-powered operator’s latest foray into snooker sponsorship. The firm recently lent its name to World Snooker’s Shoot-Out tournament and the World Seniors Championship.
Betway has also signed broadcaster Sarah Stirk as a golf ambassador for the rest of 2015. Stirk, who has covered golf for the BBC and Sky Sports, will provide written and video content for Betway around the four majors.
The deal includes social media support and image rights, and the operators said Stirk will offer customers expert analysis and a behind-the-scenes look at the tournaments.
“Golf is entering an extremely exciting era with a host of up-and-coming players rising to the fore helping to make it one of the most competitive and enthralling sports on the planet,” said Betway’s sporting events and media manager Alan Alger.
Betway’s CEO Richard Akitt said the sponsorship of snooker’s UK Championship is well-timed given that global viewing figures are increasing each year.
“It’s fantastic for us to be associated with the game as it breaks new ground,” Akitt said.
In February, Betway announced a three-and-a-half year agreement to become West Ham United’s principal sponsor in an estimated £15 million deal. The same month it agreed a six-figure sponsorship deal with sports radio station talkSPORT.
The company has also been aggressive in its sponsorship of darts events and horseracing, after ramping up marketing since its sponsorship of last year’s Carl Froch versus George Groves fight.