Betfair launches UK advertising campaign
Cash Out product promoted across television, radio, digital and social network streams with Sky Sports and talkSPORT deals
Betfair has launched a new multi-media advertising campaign throughout the UK and Ireland including a new deal with Sky Sports and a betting partnership with UK radio station talkSPORT.
The campaign comes as part of an increased ad spend from the UK-based operator to promote its Cash Out product, which allows customers to cash out prior to the end of an event.
Betfair has signed a new commercial deal with Sky Sports and a season-long partnership with sport radio network talkSPORT, becoming its Premier League betting partner.
The strategy also includes significant investment in digital streams, including tie-ins with The Guardian, Facebook and the Telegraph as well as increases to spending across social network platforms.
The UK-based operator has timed the mass media campaign to coincide with the start of the new English Premier League football season.
Rival operators Betfred, Winner and BetVictor have all launched new advertising pushes just as the 2013/14 season kicks off, underpinning the importance of the Premier League season to sportsbook revenues.
Betfair brand director Mark Ody highlighted the timing of the launch as a key time in the sporting calendar.
“Betfair will continue to innovate around live sports throughout the season and the marketing and communications potential around this is very exciting,” he said.