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In July 2016 Liverpool FC brokered an agreement with UK gambling company BetVictor for them to become one the club’s principal partners in a 3-year deal. Speaking at a sponsorship panel at the Soccerex Global Convention this September Shane Stafford outlined how BetVictor has a clear “strategy” when it comes to maximizing the company’s returns from a sporting partnership. He described how the key to this strategy is “utilizing the assets” that the sporting team bring to the company in the right way. In their partnership with Liverpool FC, these “assets” are their superstar players and access to them is essential. “With our partnership with Liverpool FC, we have an allotment of access to players and managers. It’s all good negotiating a partnership, but you need to know what you’re going to do with that allotment throughout the season” explained Stafford.
How BetVictor make the most of their Partnership with Liverpool FC
2017-09-29 14:24:25Partnerships between football teams and betting operators are nothing new. Most teams in the top tier of English football now have some association with a betting firm, either as a shirt or official sponsor or as an official betting partner. The benefits to companies involved are seemingly obvious; exposure to a huge audience and a loyal fanbase are the most glaring. Speaking at the Soccerex Global Convention in Manchester, BetVictor’s Head of Brand, Shane Stafford, revealed how his company makes the most out of their partnership with Liverpool FC.
Utilizing Your Assets
In July 2016 Liverpool FC brokered an agreement with UK gambling company BetVictor for them to become one the club’s principal partners in a 3-year deal. Speaking at a sponsorship panel at the Soccerex Global Convention this September Shane Stafford outlined how BetVictor has a clear “strategy” when it comes to maximizing the company’s returns from a sporting partnership. He described how the key to this strategy is “utilizing the assets” that the sporting team bring to the company in the right way. In their partnership with Liverpool FC, these “assets” are their superstar players and access to them is essential. “With our partnership with Liverpool FC, we have an allotment of access to players and managers. It’s all good negotiating a partnership, but you need to know what you’re going to do with that allotment throughout the season” explained Stafford.