The value of sports partnerships between sports teams and affiliate programs
The increasing number of collaborations between sports teams and sportsbooks’ affiliate programs is not accidental. These collaborations benefit both parties. For companies in the industry, this means increased brand awareness and trust. Sports sponsorships demonstrate a brand’s motivation to be responsible. For sports clubs and athletes, this is additional support and resources for driving potential in high-performance sports, as well as the opportunity to be more visible to the audience in creative collaborations with sponsors. All this adds points to the popularity of sports.
Sponsorship has long been perceived as an opportunity to improve the audience’s usual experience and gain new experiences. For B2C, it’s a “something money can’t buy” experience in the form of attending matches, interacting with teams/athletes/influencers and out-of-the-box activities. In the B2B sector, it allows partners to introduce audiences to the brand better. This increases potential conversion and revenue for both the brand and partners.
For Boomerang Partners, during the summer of 2024, the brand entered a strategic partnership with AC Milan. Boomerang is the Official Regional Betting Partner of AC Milan. Accordingly, in keeping with Italian law, Boomerang cannot promote its brands in the country and can only do so in non-domestic markets. However, partnering with AC Milan has, we think, boosted Boomerang’s brand and creative potential.
The number of sportsbooks and affiliate program sponsorships with sports teams has recently increased and these partnerships have a noticeable impact on B2B lines
The partnership with Rossoneri allows it to use this collaboration in its promotional campaigns and during its participation in the most important conferences in the industry. Such was the case with AC Milan Legends Massimo Ambrosini and Serginho supporting Boomerang’s activities at SiGMA Europa 2024 in Malta – players who were also interviewed exclusively by Gambling Insider.
Benefits for business sectors
Collaborations between sports teams and affiliate programs encourage b2b growth. Several business sectors within b2b particularly benefit from it.
The partnership between a sports team and an affiliate program is a multifaceted alliance, touching on several aspects and b2b benefits such as:
- Trust from partners of the Boomerang’s affiliate program. It allows them to have a unique experience by attending football matches and receiving gifts of joint merchandise. They can use creatives with the team to promote the brand. It also allows them to see Boomerang as a reliable and trusted partner that works with top global brands.
- Visibility for media and influencers. Strategic partnerships add value to the brand and its newsworthiness. News about top partners in symbiosis with the company is usually interesting for the media on a local and global level.
- Recognition at events. Global collaborations increase brand awareness for event guests during conferences and award juries, drawing attention to the brand and its work in the industry.
The impact of sports partnerships and the need for ongoing development
The initial announcement of the partnership may encourage growth. However, it must be maintained and encouraged in the long term.
The partnership is not just a loud announcement in the media. It is a constant, daily work aimed at development and mutual benefit. It requires creative solutions and innovations – such as:
- Making stories. Create newsworthy stories about your collaboration and involve club representatives in your activities so that it is potentially interesting to the media.
- Introducing new formats. As a rule, a sports partnership agreement prescribes interaction formats between the parties. For example, it can be joint events and activities involving clubs and fans. For example, exclusive meetings with players or tickets to matches of a sports team.
- Working out exclusive terms and offers that appeal to business partners. This could include unique opportunities, special terms and conditions, or exclusive content only available through the collaboration.
As with any collaboration, the partnership must be flexible and adapt to changing partner preferences and market conditions. This requires regularly reviewing and adjusting strategies to ensure they are relevant and effective. Successful work in these three areas can make the sports collaboration effective in the long term.
Alternatives for sportsbooks if front-of-shirt sponsorships are removed
Premier League clubs have decided to withdraw front-of-shirt gambling sponsorships by the end of the 2025-26 season. This decision could affect sportsbooks.
The EPL’s decision to withdraw front-of-shirt gambling sponsorships will have serious consequences. Such sponsorships contribute to the funding and development of the sport. The withdrawal will result in English clubs having to find new sources of income, which can take time and effort. In addition, the audience of betting brands is as close as possible to the audience of football viewers and fans. Such partnerships provided an opportunity to be closer to the audience. Because of the ban, this will not be the case.
At the same time, a forced withdrawal from the EPL will not be fatal for sportsbooks. It is possible to establish cooperation with clubs playing in other football leagues with no such strict restrictions on sponsorships. Especially considering that the EPL is not the only top league in Europe and the world. Ambassadors are also an effective and promising way of sports collaboration.
Even in cases where front-of-shirt sponsorships are to be withdrawn, sportsbooks can encourage b2b and affiliate growth through sports partnerships.
There are always opportunities, even if front-of-shirt sponsorships are to be withdrawn. One of them is an ambassador from the world of sport. This allows Sportsbooks to enter into collaborations, not with official clubs but directly with particular players. So, sportsbooks might focus on specific players or celebrities from other spheres with a large audience reach.
It should also be noted that the EPL still offers multiple high-value touchpoints for Sportsbooks, including sleeve sponsorships, training wear sponsorships, in-stadium advertising and digital & social media collaborations.
Key trends shaping sports partnerships
The industry is constantly evolving in close tandem with technological advances. Many trends started to emerge not only last year but also earlier. Boomerang Partners believes they will continue to become more important and prominent. For example, esports attracts modern users who are technically advanced and comfortable using digital platforms. Partnerships with esports athletes or top tournaments in CS 2, Dota 2, or other disciplines are a direct way to reach a global audience.
Next, women’s sports are gaining popularity, and justifiably so. Collaborations with women’s sports teams, leagues, and individual athletes allow sportsbooks to reach new audiences and support gender equality in sports.
The use of cryptocurrencies and blockchain technology continues to gain momentum. This includes the creation of cryptocurrency-based payment systems and the release of NFTs for fans. The integration of these technologies into sportsbooks will continue globally.
There were many significant trends in sports collaborations last year and some of them will continue this year
VR/AR technologies allow sportsbooks to create unique fan experiences, such as virtual stadium tours or interactive training sessions. The potential of such technologies is very high. They open up opportunities for innovation in marketing and user interaction.
Thus, this is an interesting time, full of opportunities for those affiliate programs that pay attention and think strategically.
