Hollis Sponsorship Bulletin

Global online gaming site Sportingbet has signed a three year partnership with Leeds United FC to commence at the start of the coming 2010/11 nPower Championship season.  The deal sees Sportingbet expand its existing sponsorship portfolio that already includes properties within football, cricket and rugby to firmly establish itself as a major player in the UK sports industry.

The partnership will provide Sportingbet with match day branding at the  Elland Road ground, take ownership of all match day betting and become betting and gaming partner of local sports broadcaster, Yorkshire Radio. Sportingbet will use its partnership with Leeds United and the assets it provides including hospitality and match tickets to engage with the club’s established fan base and build the brand within the region.

This latest gaming partnership with Leeds United follows Sportingbet’s hugely successful shirt sponsorship with Wolverhampton Wanderers that saw a significant increase in traffic, registrations and players to its website - Sportingbet.com.

Sportingbet will also be delivering additional benefits to Leeds United fans through new initiatives such as the Leeds Accumulator game, a unique betting service that will allow supporters to go head-to-head with former club captain Dominic Matteo and bet on their team for free to win money can’t buy prizes

Andy McIver, Sportingbet CEO, commented: “Leeds United fans are up there as some of the most dedicated supporters in the country.  We’re busy working with the team at Leeds United ahead of the season opener to create new offerings that will benefit the fans and demonstrate our support and passion for the club both on a match day at Elland Road and in the wider community.”

Shaun Harvey, CEO of Leeds United said: “Sportingbet is a fully established brand within Europe and the rest of the world and it’s important that the Club continues to develop partnerships with strong, internationally recognised brands. The new three year deal will see Sportingbet operating both online and in stadia betting operations at the Club.”

Sports marketing agency Essentially has brokered a deal which sees online gaming site Sportingbet become the Official Betting Partner of the English Test Match Grounds for the next two years. Alec Stewart will be a brand ambassador for Sportingbet.

The sponsorship will use Sportingbet’s inside cricket knowledge and Stewart’s England expertise and experience to take fans to the heart of English cricket this summer. Sportingbet’s cricket partnership will showcase the brand’s in:play offering and allow fans to get amongst the action by betting live, ball by ball, minute by minute.

It’s spring again - the time when football clubs and sponsors start their annual mating ritual. Wolverhampton Wanderers, newly promoted to the Premiership, has already bagged itself a deal with online betting firm Sportingbet while Plymouth Argyle has renewed its vows with Ginsters (taking the sponsorship through to the end of 2010/2011).

Also in negotiation is Portsmouth FC’s relationship with Japanese printing giant OKI - which is coming to the end of its £5 million, four-year term. In a statement, OKI said it was “in negotiation regarding shirt sponsorship. Further information will be made available at an appropriate date.”

Renewal would be a welcome boost to cash-strapped Pompey. But key to OKI’s decision will be whether the South Coast club stays in the Premiership. Currently, it is just six points clear of the drop zone and has a tough run in - with games against Manchester United, Arsenal and three of its relegation rivals coming up. Presumably, OKI’s “appropriate date” is the day that Pompey becomes safe.

The importance of Premier League status for OKI can’t be over-stated - particularly against the backdrop of the global recession which has hit Japanese exporters hard. It is the Premiership which gives OKI TV exposure across Asia, Europe and the Americas. Lose that, and the appeal of the Portsmouth shirt sponsorship is dramatically curtailed.

The importance of Premiership status was underlined by the Wolves deal - signed when it become clear that the Midlands club was heading for the top-flight.  The seven-figure deal is the biggest in the club’s history. It is for two-years - which presumably is a precaution against Wolves  going back down to the Championship. Like OKI, Sportingbet is an international company and will want to ensure it gets the biggest possible audience for its money.