The purpose of sponsors in gambling is to provide financial assistance from the particular club for its successful operation in the market. A sponsor can be called a casino company that provides partial or full financing of different events and people in exchange for advertising its brand.
Sponsorship and Affiliate Programs in the USA: Differences
One of the main conditions for cooperation is that advertising is aimed solely at popularizing the sponsor, and not its products or individual goods. This number also includes various kinds of services provided by the sponsor.
If the advertisement contains a separate product or trademark like Fastpay casino, it will not be considered sponsored. This is the main difference between sponsorship and affiliate programs.
It should be noted that gaming establishments standing as sponsors do not organize an advertising campaign or control it. However, they have the right to choose the way they are mentioned: for example, on the website, banners, posters, radio or television. In addition, the sponsor reserves the right to determine exactly how the company will be mentioned in the advertisement: the full name of the enterprise, logo, or emblem.
Types of Sponsorships
Depending on the amount of investment by the operator of the gaming project, the company can be assigned the following status:
- Title – 100% (full financial support).
- General – 50% (payment of half of the amount required for the implementation of a business project).
- Official – 25% (partial financial support to the casino).
- Participating – 10%.
Consequently, the more money a sponsor intends to invest in promoting a gambling project (whether land-based or online), the more prestigious its status in the American market is.
The Pros of Sponsorship
The main advantages of advertisement payments include:
- Improving the company’s image against the background of competitors. Sponsoring a large-scale gaming event increases the level of prestige of a casino or other gaming enterprise in the eyes of an American client. As a result, this will have a beneficial effect on the company’s reputation.
- Increased income. Advertising of the enterprise will significantly increase the level of player attraction, albeit for a short time.
- It has a beneficial effect on improving the relationship between casinos and players, as well as VIP clients.
Among the main disadvantages are only two:
- Difficult to track performance.
- If a casino or other gambling resource arouses negative emotions in the user, a similar attitude may arise towards the recipient of financial support from the operator.
Examples of Casino Sponsorship in the US
In 2021, receiving financial support from gambling operators became more widespread:
- PointsBet has signed a multi-year partnership with the Korn Ferry Tour’s TPC Colorado Championship at Heron Lakes. The company became the exclusive sponsor and official betting partner of this competition.
- International bookmaker Betway sponsored the Miami Open tennis tournament, which takes place annually in the spring in Florida. The enterprise became a partner of the competition after the ban on the advertisement on tennis events by bookmakers was lifted.
- Online betting operator WynnBET has selected three US athletes as its ambassadors. These are American football players Chad Johnson and Nick Mangold, as well as football player Tim Howard. They will be involved in advertising for the bookmaker WynnBET, attending various events of this bookmaker and promoting it through podcasts.
It can be concluded that receiving support from gambling operators is a mutually beneficial process for both parties to the agreement. The sponsoring company guarantees the partner the provision of tangible material support. The sponsored party, in turn, assumes responsibility for ensuring high-quality advertising promotion of the enterprise through the dissemination of information about it. Sponsorship from gaming companies is gaining momentum in the American market.
