Magazine article Marketing

Betfair Appoints Sports Stars in Activity Revamp

Magazine article Marketing

Betfair Appoints Sports Stars in Activity Revamp

Article excerpt

Betfair, the online betting exchange, is radically overhauling its sport sponsorship activities by introducing four brand ambassadors and ending its relationship with FC Barcelona after two years.

The brand has signed up former England cricketer Michael Vaughan, retired rugby star Will Greenwood, ex-footballer, and now pundit, Lee Dixon and horse trainer Paul Nicholls.

The sports stars have signed up to front Betfair ads for the next year, beginning this month. They will also provide tips and opinion, monthly podcasts and video content.

Betfair said that the former sportsmen, who have been at the top of their profession, can offer insightful opinion that will be valued by punters.

The move marks a shift in strategy from Betfair. It had previously devoted a substantial part of its marketing spend to commercial tie-ups with top European football clubs, such as Manchester United and Barcelona, as well as to its sponsorship of Ascot Racecourse.

As a result, Betfair is ending its two-year commercial relationship as official betting partner of Barcelona, the European champions, which it signed in 2009.

It is also thought to be increasing its overall spend on sports marketing. …

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