While not all companies are capable of trying sports sponsorship to create brand awareness, several leading companies have been able to accomplish the feat. Sports are a useful tool to build brand awareness and engage with target customers. Betway is an excellent example of how a company can build brand awareness by carefully weighing the factors involved and forging mutually beneficial partnerships.
Why Sports Sponsorship Is Important To Betway
Like Emirates and Heineken, Betway is well aware that sports sponsorship is a crucial part of establishing positive brand awareness. As such, Betway has long-standing relationships with teams and sports organizations all over the world. Today, the company is the main sponsor of the English football club, West Ham United, along with three other Spanish clubs.
Over the last couple of years, this gambling operator has also been advancing to Africa using the same strategy. The company sponsors several African football teams and several other community-based initiatives across the continent. In South Africa, Betway is the Mzanzi Super League official betting partner after signing a three-year deal in November 2018.
According to the company’s managing director Anthony Werkman, Betway’s involvement as a global partner shows its ambition to remain a recognized global supporter of sports. The company has a stable relationship with two Ugandan teams, the Kampala-based rugby club KOBS, Express FC, and Power Basketball.
In a bid to promote Betway Ghana online betting , the company has teamed up with four local teams. These football clubs include Liberty Professionals FC, Ashanti Gold SC, Medeana SC, and Aduana Stars FC. However, the company is doing more than just sponsoring teams worldwide.
Are The Sponsorships Reshaping Consumer Attitudes?
No matter the size of the brand, it can be challenging to reshape consumer attitudes. However, when the brand sponsors an athletic team or a sports event, it automatically reframes how the consumer sees the brand. That’s why Betway is always striving to forge new associations with a sport or team in an area not earlier explored.
The new association makes the consumer think about the brand in a different way than previously perceived. That’s quite effective for a customer who’s already loyal to the brand as it strengthens the trust and beliefs in the brand. Additionally, it quickly builds a stable association for new customers.
Often, the new customers have an intensely personal relationship with a sport or team, and its association with the brand helps share the allegiance. This marketing plan is very effective, but it must consider these allegiances and have a clear understanding of the local history behind them.
More than Sponsorship
Betway is doing more than just sponsorships. In 2018, they launched the 12th Man program intending to empower ex-professional footballers. This program ran for six months consecutively, equipping the participants with the necessary qualifications and skills to give back to the community.
During the training, former players met up with different experts in finance, event management, broadcasting and coaching sectors. The team went through four workshops, led by soccer legend Lucas Radebe.