Eurobet begins football marketing push

Gala Coral’s Italy-facing brand Eurobet has launched a new national advertising campaign as it attempts to plug-in to the emotions felt by football fans and leverage its links with Italian football.

The new multi-channel campaign, which starts today, will bear the slogan “Football lovers bet on it” and feature televised adverts broadcasted by the country’s major television networks such as Mediaset and SKY Italia.

The adverts include slow-motion footage and images of football action the operator said had specifically been chosen to be evocative and replicate the emotions football fans go through during a regular football fixture.

Web adverts will also launch in parallel with the television campaign, while new billboards will also be present at the stadia of six Serie A and three Serie B football teams.

“The concept is based on the emotion that every true fan feels during the action and their inevitable tendency to predict what will happen and bet on it,” Alexis Griogriadis, marketing director at Eurobet, said.

The new campaign will be Eurobet’s first after what it described as a “long silence” from national television and comes a week after the country’s largest daily newspaper brand, La Gazzetta dello Sport, launched its own online sportsbook after partnering with international supply firm Playtech.

Eurobet had previously held sponsorship agreements with Serie A football clubs Palermo and Genoa and last year was the title sponsor of the country’s second-tier football league Serie B.

The operator currently commands around a 9% share of an Italian sports betting market led by William Hill, which has an approximate 13% share.