With the target audience for the Unibet brand increasingly migrating online for their sports and other media consumption we saw an opportunity with sponsorship to ensure our Unibet brand is visible but also to leverage our market-leading in-house digital marketing capabilities. Although the Premier League is played in the UK, less than 10% of the fan base is actually in UK and so partnerships with Championship clubs present a more cost-effective proposition than Premier League deals where the main goal is to raise levels of brand awareness and consideration in the competitive UK market.
Aston Villa were relegated from the Premier League in 2016 and are about to embark on their second campaign in the Championship. They have a large fan base and can reasonably be expected to challenge for the title (Unibet make them 8.0 favourites for the title) and feature on live TV coverage a number of times. The team is based in Birmingham, which is the second largest city in the country and a complementary betting partnership with the area’s major cricket club (Warwickshire) presents great local activation opportunities with the passionate sport fans in the area.
Unibet now boast an impressive sponsorship portfolio in the UK with partnerships in football (Aston Villa), cricket (Warwickshire, Surrey, Essex, Sky Sports T20 coverage), darts (a series of major events) and horseracing.
Kindred’s other UK-facing brands also participate in major partnerships in sport. Stan James sponsor a series of high profile horse races including the Champion Hurdle and the Irish Gold Cup and 32Red are the shirt sponsors of Glasgow Rangers and Leeds United and are also a major sponsor of UK horse racing with marquee partnerships such as the King George and the Sprint Cup.