SGE: Esports for the 'big growth area' of betting sponsorship

As sports betting takes over the US market, many sports teams and leagues are looking to capitalize on the popularity of the growing sector by forming lucrative partnerships with operators.

What's this?

In the latest release gambling education webinar series in Sports (SGE), panellists discussed the importance of gambling sponsorship deals as sports betting becomes legal in more and more US states.

Who is this?

Jim Kaler , director of SGE at Ohio University

Bob Lynch , founder/president Sponsor United

Chad Groves , Partnership in Sponsor United

What do they say?

Offering an overview of some of the biggest players in betting sponsorship, Lynch noted, “DraftKings continues to lead the way in terms of partnerships and the variety of partnerships they have, both in sponsorship and in the media. . What we have seen in the last 12 months or so is that everyone is certainly aware of what the FanDuel. BetMGM and PointsBet really got into a much larger frame, now some of those possibilities have opened up.

"Before Bally's acquired it as part of the non-transactional side, the company Monkey Knife Fight started getting into the sponsorship space quite a bit, doing some creative stuff, and that probably helped them in terms of acquisition because they could get nice followers quickly.

" I would say William Hill fails in this respect. Globally, they are about fifth in terms of active partnerships, especially at the international level, and betway , when considering the international factor, is also among the top three brands.”

Defining esports as "a big area of growth" for both sponsors and esports teams, Groves added, "Esports across the board, we're starting to see one team or another in every single state that has a dominant fan base.

“We are currently working with over 50 esports organizations who are almost always looking for a betting partner if it is legal in their state. In most cases, these are core assets such as jersey patches, sponsors for the teams themselves, or often multiple promotional campaigns through their Twitch streams or whatever else they use. So, even though esports has been booming during COVID and this is one of the few areas that can thrive in the digital realm, there will be a lot of esports where it makes sense.”

Why should I watch this?

To learn about commercial alliances between professional sports teams, leagues and betting companies and what makes a partnership successful.

Where can I see more?

Source: SGE YouTube channel

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