Betfair strikes fifth Premier League partnership deal
Agreement with Southampton FC means operator has sponsorship agreements in place with a quarter of Premier League teams
Betfair has continued its aggressive marketing push into Premier League football after annoucing a new sponsorship partnership with Southampton FC, its fifth such arrangement with a side in the most-watched league in the world.
The deal will see Betfair tap into Southampton’s ‘Predict The Score’ function which allows fans to guess the final result, first goal scorer and the minute of the first goal at home games.
“We are delighted to announce our new partnership with Southampton,” Stephen Mault, Betfair’s head of media, PR and sponsorship, said.
“After such a successful season last year, we look forward to playing our part in the club’s remarkable success story this season and will offer our range of pioneering products, exclusive offers and promotions to fans of the club,” Mault added.
Betfair already has similar betting partner agreements in place with Arsenal, Sunderland, Aston Villa and Leicester City, while it has also secured prime spots on Sky Sports and BT Sport’s Premier League football coverage and launched its first ever football-focused above the line advertising campaign.
In June CEO Breon Corcoran singled out the firm’s Tap Tap Boom campaign as a key driver of Betfair’s impressive FY15 growth, noting that the firm had spent around £28 million more on marketing and customer bonuses than the previous year.