Online betting exchange Betfair, in a wave of thorough revision of their sport sponsorship activities, has ended its sponsorship contract with UEFA Champions League 2010/11 winner FC Barcelona and signed four sport stars for brand ambassadors. Marketing magazine reports.
Alasdair Wright, former Head of Marketing and Strategy at BSkyB and Head of Customer Marketing at AOL, was appointed Global Head of Customer Marketing and Loyalty at Betfair two months ago and it is his duty to oversee the marketing activity of the company. Hence the shift from a tendency of deals and contracts with top European soccer clubs, including Manchester United and FC Barcelona, to introducing retired sport aces as brand ambassadors. Nevertheless, Betfair remains the official betting partner of the ‘Red Devils.’
FC Barcelona won the UEFA Champions League in 2010/11
“The brand has signed up former England cricketer Michael Vaughan, retired rugby star Will Greenwood, ex-footballer, and now pundit, Lee Dixon and horse trainer Paul Nicholls,” the Marketing reports. In addition to fronting Betfair advertising, the four top players will provide insightful tips and opinion, monthly podcasts and video reports. The company hopes that their contributions will be valued by sports bettors.
The betting exchange that claims to have amassed a clientele of 3 million since its foundation in 2000, aims at becoming “the world’s biggest betting community.” As a company spokesman put it: “Betfair is evolving the way we leverage our sponsorship assets to prioritise social platforms, and help build engagement with existing and (potential) customers.”
