When it comes to sports sponsorship we know that there is some serious money involved. We’re all quite accustomed to hearing about lucrative sponsorship deals and the flashy lifestyles that go along with them. Up until recently it seemed to be the same big brands, or at least same type of big brands, doing the sponsoring, but now there’s a new kid on the block and they’re in for some serious competition.
Up until recently online gambling was only permitted in Nevada and Delaware. Around a year ago New Jersey finally agreed to legalize this online pastime, and since that has happened other states are set to follow suit. It’s only a matter of time.
Having waited patiently in the wings, a few big casino companies have charged away from the starting blocks with great gusto and have already launched sponsorship agreements in various sporting arenas. Not only have the Philadelphia 76ers signed a multi-year marketing partnership with PartyPoker, but so have the New Jersey Devils. This makes these two teams the first to sign an agreement with an online poker company. This agreement also includes social media and digital asset creation, as well as conventional in-arena advertising and television promos and inserts.
In Europe, agreements with gaming companies are commonplace. Many well-known football clubs are sponsored by online casino companies like UK based Jackpotjoy who are rumored to have their sights set on two upcoming North American basketball teams. Officials refuse to comment, however a leaked report clearly shows their growing interest in basketball sponsorship – of two teams in particular.
Another substantial development is that the Women’s National Basketball Association’s Phoenix Mercury has also announced a brand new multi-year agreement with Casino Arizona and Talking Stick Resort. The said companies will have their respective logos featured on both Mercury’s away and home jerseys in addition to all their training gear.
The announcement of the partnership took place during a press conference at the US Airways Center inside the Casino Arizona Pavillion by Mercury president, Jason Rowley, and vice-president, Ann Meyes Drysdale.
“The Phoenix Mercury is thrilled to announce our new marquee sponsorship with Casino Arizona and Talking Stick Resort. Having served as the presenting partner for the Mercury’s 2007 WNBA Championship run, Casino Arizona has been a loyal supporter of women’s basketball and we are excited to take that collaboration to an unprecedented level,” said Rowley.
Peter Arceo, Casino Arizona’s senior director of marketing, went to say, “The partnership between Casino Arizona and the Phoenix Mercury is truly an obvious fit. We both provide the ultimate entertainment in our respective fields. We are proud to be a part of all the excitement the Mercury will bring this season and beyond.”
It is only a matter of time until we see more partnerships like this arise, thus giving the current sponsors a good run for their money.