Bookmakers That Spend Big Money On Cricket Sponsorships And Advertising

Sponsoring different sports goes a long way toward exposure and prestige, especially for companies that spend a lot of money on brand recognition. A lot of non-mainstream sports have a large following, which is a potential gold mine for bookmakers to make their brands known to new audiences.

Even though most sponsorships go towards football games, many sponsors are starting to recognize the growing following of other sports such as cricket. One such other sport is cricket. Cricket is slowly becoming a sport with a bigger following in more than one country.

Even Asian countries such as Bangladesh are becoming more and more interested in the sport, which got the attention of several bookmakers who saw that Cricket can be a potential ground for breaking into the hearts of new target audiences. Furthermore, more and more people are interested in cricket as well.

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Betway

A Malta-based betting company, Betway is one of the biggest players in the game of betting. The company was founded back in 2006 and is still going strong today. They invest a lot of money to keep up with the competition, and their continuous marketing efforts make a clear statement that the company is here to stay.

Betway has a lot of advertising deals that cost a lot of money. One such deal is with the football club  West Ham United costing an astounding £20 million.

They have deals under their belt, such as a deal with Sky Sports, sponsoring horse racing events, and advertisements in other sports as well. In 2018 Betway struck a deal to sponsor the South African cricket competition called Mzansi Super League T20. Rumors say that the deal was struck on a budget of £2.5 million.

Bet365

When talking about anything related to the betting industry, we would be doing it a disservice not mentioning bet365. Alongside Betway they are one of the biggest players in the industry, spending a ton of money on advertisements and marketing campaigns.

The company is based in the UK and is continuously investing in innovation. These efforts resulted in the company’s portfolio of concurrent users growing exponentially, placing it alongside the giants in the betting world. 

Bet365 is one of the most renowned commercial and strategic partners of Cricket Australia; Australia’s cricket governing body. By all means, this is a multi-million dollar partnership, which is great for the company. The sponsorship also greatly benefits the sport.

Betfair

One of the older betting companies, Betfair was founded in 2000. In 2009, quite a few years before some of the other companies on the list, Betfair struck a deal with the England and Wales Cricket Board, or ECB for short to become one of the main partners of the governing body.

The agreement that was struck allowed Betfair to advertise its services through replay screen advertising, perimeter boards, and sight screens. Working in favor of both Betfair and ECB. Also, one of the main points in the agreement was that Betfair will be the naming sponsor of the Betfair Blimp, allowing Sky Sports to have an aerial view during the Ashes.

Unibet

Another Malta-based company on the list is a favorite of many sports fans around the world. In 2016, Unibet struck an agreement to become the main sponsor of several cricket tournaments. The deal with the Essex County Club is one of those, followed by the Surrey County Cricket Club and the Warwickshire County Cricket Club.

The sum of all three partnerships is rumored to be in millions of pounds. Looks like Unibet entered the market a little later, but still managed to strike a great deal, and snatch more than one cricket tournament.