Sports betting companies have become an accepted mainstay in Canadian sports – including hockey. It’s a partnership that benefits athletes, sports teams, and sports leagues. With so many players and a rising number of sports betting services being advertised, it’s interesting to see why it’s become so readily adopted.
In this article, we’ll look at the benefits of sports betting sponsorship, how it could continue to impact hockey as a sport, and how it benefits those gambling operators too.
In Canada, we all know hockey is king – and in many ways, sports betting bolsters its reign. Sponsorship has enabled sports across the globe to become so much more and is a practice as old as ancient Greece or Rome. It elevates the games, bringing in more money, better players, and more competitive matches. But, unlike many sponsorships, sports betting is strongly tied to games like hockey, boosting consumer involvement and becoming part of the game itself. It’s not just a name on a shirt – sports betting ups the stakes and brings an even bigger thrill to those anticipated clashes on the rink.
In the UK, they’re no stranger to sports betting and sponsoring sports leagues. The Sky Bet EFL sees thousands of matches with millions of attendees, all on the back of Sky’s betting operator branch. This goes beyond a sponsor – Sky Bet becomes an enabler of more football. That means more games, better production values, and a seamless blending of sports betting and viewing. Because of this, the Sky Bet brand has seen immense growth in recent years – only a positive for leagues going forward. With three divisions, the growth and interest are notable.
In Canada, we’re seeing a similar thing, with gambling operators growing their services to boost their offering to customers. As sponsorships grow, betting operators can offer better services, engage with customers, host leagues, and integrate their offerings. That could be anything, from offering free slots to players or the inclusion of crypto as a payment method, and new ways to play.
It’s not just about benefits customers though – betting operators need to win out as well. Offering bonuses, free games, and running leagues is a way to build brand recognition and get people on board. It’s a partnership, not a charity. Sports is global, and athletes have an online presence. By sponsoring popular leagues, creating buzz, and getting involved with athletes a betting operator’s name becomes known which leads to engagement long term. More importantly, perhaps, being associated with official leagues or players gives betting operators a sense of authority or trustworthiness. It creates a good impression and gives a sense of an operator being an official source of sports betting. In many ways, that’s true – you’ll need a good offering to be associated with any official product. Sponsorship does not come free, for either party, as the benefits are tangible.
With enough sponsorship, hockey as a game can continue to grow, not just in Canada but globally. As it grows, it’s worth looking at concepts like the Sky Bet league and ways people can interact with the games.
With a lucrative sponsorship deal, leagues for any sport (including hockey) can become more competitive, interactive, and frequent. The scope can expand, player acquisition becomes more competitive, and the sport can grow. Sponsorships create an ecosystem – this goes double for sports betting sponsors, who have skin in the game.
