Media coverage and bookmakers: brand-awareness in betting industry

There is still undoubtedly some resistance to gambling content within mainstream media. Particularly the likes of the Independent and The Guardian (despite their large horse racing desk) are reluctant to include odds within their stories. That is, until a gambling brand comes along with an offer for an exclusive deal.

Media partnerships for regular links and coverage

Commercial departments rule over editorial stance in this day and age where publications strive to make money and stem losses. Titles are edging slowly, but forcefully, towards a long-term partnership with a bookmaker often worth upwards of £100,000 per year (TheTelegraph, Bleacher Report). For that, your gambling site will get regular coverage and high-quality SEO links within a high Domain Authority outlet. The potential for the coveted follow link and your brand’s logo featuring on live blogs.

This is not only the case for nationals, but major regional titles are also seeking commercial partnerships with gambling brands. This is not to say that it will come at the expense of one-off or semi-regular coverage. However, once a brand is locked into a deal, they will not feature your brand.

It is also worth mentioning that some titles like the Daily Mirror take deals for one off events with smaller gambling brands, such as a major boxing fight.

But what is for certain, despite the grey cloud of potential government reform looming over the sports betting industry, the appetite for gambling content is as strong as ever.

A caveat to that, as alluded to earlier, is that the demand for the content itself to be insightful, relevant and seen to be advancing the editorial narrative is of vital importance if publications are to continue using content. They are growing tired of the same old infographics and surveys so it is paramount to keep the standards high.

Invest in hospitality


What certainly works in terms of making media coverage for your bookmaker or a sports betting affiliate brand more likely is to invest in hospitality. Be it at a sponsored event, a media event or just a day at a horse racing event, making that journalist feel special while simultaneously networking, bringing people together and explaining to them face to face the benefits of featuring your client cannot be underestimated.

It is a double-edged sword; strong content and a personalised service when dealing with a publication over email or telephone is vital. That must go hand in hand with the appropriate amount of face-time, taking journalists out for a drink to meet them and build those all-important personal relationships.

It is a sure-fire way to build your sports betting – and casino brand awareness – in an age of fast-moving news agendas and such pressure on journalists’ heads, getting them to relax off the clock will put your brand in the forefront of their mind.

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