These days in such as saturated gambling marketplace, it is critical to stand out from the crowd. Betting outreach specialists need to know that the best way to get wide-ranging media coverage alongside the day-to-day ‘press office’ function of attaining top-tier SEO backlinks with data and insight, is to create exclusive content which nobody else will be able to provide.
That is why gambling affiliates and betting brands have gone above and beyond to give their brand a personality. Paddy Power were the first trend setter when it came to tone of voice. Making things funny, being disruptive and pulling off stunts garnered national media attention. Not always in a positive way though! That did not matter because for them, all publicity was good publicity and their business grew accordingly.
Paddy Power do not have the monopoly on mischievous outreach to media. Challenger brands all strive to create something unique and eye-catching. This will certainly continue as marketing budgets get bigger, particularly around major sports betting events such as the Cheltenham Festival, the World Cup or Wimbledon.
One area which gambling brands have tried to make their own, while still combining the Paddy Power-style sense of fun is using celebrity faces for ambassador stunts and campaigns. Dealings with celebrity agents has shown that their clients – so long as they are over the age of 25 for legal reasons – will usually be open to working with a betting company.
Often they are ex-professional sportsman who need to still work and will be up for doing the sort of fun stunts they could never do during their career, as well as punditry know-how.
However, something which is coming to the fore is the use of reality TV stars. If you look at Chris Hughes, formerly of Love Island, and his work for the bookmaker Coral, you will see he genuinely knows his horse racing.
It is the perfect marriage of celebrity ambassador and passion for the sport, making the media sit up and take notice of another string to their bow, which provides huge across the board PR coverage especially in the tabloids like British TheSun. Sports betting affiliates and bookmakers will not just choose anyone, they will keep spending larger and larger sums of money on long term deals for celebrity ambassadors from which unique content can be created.
A trend of gambling brands sponsoring events and sports teams is growing, despite pressure from the government – especially within football. Challenger brands know that they can sponsor a professional football team, providing valuable social media content, as well as visual merchandising on shirts and around stadiums.
Sport teams seek out gambling companies as a first port of call for sponsorship – and a staggering 18 out of the 24 teams in English football’s second division are sponsored by a brand within betting or online casinos. Then you look at the juggernaut which is the World Darts Championships, first sponsored by bookies such as Ladbrokes and now William Hill, growing in popularity year on year.
It also has the added benefits of being able to bring journalists to sponsored events to entertain them, extending goodwill and building relationships. That trend is no doubt only set to continue.
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