Online gaming companies have long looked at professional football clubs as one of the ways to market themselves to a massive audience.
It is not hard to see why this has been the case. Known colloquially as ‘the world game’, football has an appeal that reaches hundreds of millions, possibly even billions, of people all over the world, especially at the top level.
Because of that, some online gaming operators have made sponsorship and partnership deals with some of the most accomplished clubs in the world today. One recent example is bwin.party’s recent deals with Belgian club Anderlecht and French club Olympique de Marseille, which aim to boost its profile in Europe and beyond.
Bodog has also seen the potential of boosting its brand through such deals, something proven by its announcement of a partnership deal with English Premier League club Arsenal yesterday. The three year, multi-million pound deal makes Bodog the club’s official betting partner in Asia.
The deal is set to increase Bodog’s profile in a region of over two and a half billion people, and comes off a recent pre-season tour to Asia by Arsenal. That tour saw the London-based club play a number of football matches in Indonesia, Vietnam and Japan.
Arsenal’s Head of Global Partnerships Vinai Venkatesham said the deal with Bodog would help boost the club’s profile in Asia, which has long had a growing interest in the sport of football.
“As our fan base in Asia continues to grow rapidly, working in partnership with companies like Bodog who have long-term roots in the region, provides a strong platform to further engage with Arsenal fans in Asia,” he said.
The growing popularity of football in the continent was highlighted by Bodog Marketing Director Izhar Biran, who said the deal showed that Arsenal was taking the right steps in realising the potential of the Asian audience in furthering its brand.
“Arsenal has been particularly pro-active in the region for a number of years and the recent tour only serves to highlight that point,” he said. “The trust and loyalty both Arsenal and the Premier League stand for makes this the perfect partnership to continue the phenomenal growth of the Bodog brand in Asia.”
The deal may help give Bodog what it needs to become one of the biggest online poker operators in the globe, especially as it seems like the game is being more accepted in parts of the continent. According to PokerScout, Bodog is currently the seventh most popular online poker site in the world, with a current seven day average if 1340 players.
It only needs a boost of 20 more players to that average to put it on par with PokerStars’ Spanish domain, while another 400 would put it on par with fifth largest site PartyPoker. That would be a big ask seeing as it would be a 30 plus per cent boost to its current levels, but boosting its profile via the deal with Arsenal will only mean good things for Bodog.