The Canadian iGaming industry has witnessed many positive growths within the last few years. For a province like Ontario, which pioneered the first regulated online gaming market in Canada, the growth trajectory has been nothing but impressive. According to Attorney General Doug Downey, there were over 1.6 million active player accounts across 70+ unique operator sites as of April 2023.
These impressive numbers can be attributed to the impact of sponsorships on brand promotion. Operators like Rabona, TonyBet, Stake, DraftKings, and Betway, have taken sponsorship deals to new levels and given meaning to product marketing. In this piece, we’ll delve into the partnerships entered into by these operators and explore how it has contributed to their brand visibility and improved market penetration.
Rabona’s Strategic Partnership with Mike Tyson
Online casino and sportsbook, Rabona, announced a partnership with boxing legend Mike Tyson in February 2024. Through the sponsorship deal, Rabona customers can access exclusive Tyson-branded bonuses and live streams to improve the casino’s visibility. The live streams are broadcast on Rabona’s Kick and Twitch channels and showcase Tyson as he plays some of Rabona’s casino games. It’s also an opportunity for fans to engage with the former boxer and hear him share some never-before-heard stories from his famed career.
According to Rabona’s PR Director Mike Varius, the operator is out to create legendary experiences, so who better to make the face of the brand than a true legend himself. The partnership is said to be subject to territorial restrictions, and as part of the deal, Mike Tyson joins Rabona as one of its brand ambassadors. One of the benefits of this collaboration for Rabona is the championship level of engagement offered to players who will tap from Tyson’s electrifying presence.
As an athlete, Tyson’s high-powered presence and genuine love for gaming is leveraged by Rabona to increase its market penetration. The collaboration has also opened the doors to more unique opportunities for Rabona players through bonuses, exclusive giveaways, and more surprises.
TonyBet’s Collaboration with Footy Prime
TonyBet is owned by famous poker pro, Tony G, who bought it in 2012 and gave his name to the brand. The online sportsbook separates itself from many of its competitors by not only having one of the biggest selections of sports betting markets but also offering betting options on eSports. In addition to its sportsbook, TonyBet is known for having a decent online casino option for players who want to have some spins. As part of its mission to improve the visibility of its services, the operator entered into a sponsorship deal with Footy Prime Podcast.
At CasinoRIX, it’s explained that the show covers soccer and the sporting world with insightful commentary from its hosts, Craig, James, Jimmy, Amy, Dan, and JC. TonyBet, as an operator focused on sports betting, entered this deal to not only boost its exposure but also to give its customers access to professional analysis and tips on soccer matches. The show’s hosts provide a blend of timely and topical football content and deliver some unique, informative and provocative commentary on the sport. They also dig into the famous players, coaches, leagues, games, and football teams.
The popularity of the show and TonyBet notwithstanding, this collaboration has brought mutual benefits to both participants. Players on TonyBet now have access to expert tips on Footy Picks presented by TonyBet, with the show’s hosts regularly recommending TonyBet to its viewers.
Stake’s Exciting Venture into Formula 1 Sponsorship
Stake’s reputation as a solid online gaming platform is underscored by its crypto-based set-up. The operator offers players a unique online gaming experience that may not be found anywhere else. It holds a license from the Government of Curaçao and has received multiple iGaming industry awards. Overall, Stake is a suitable platform for platforms looking to experience an all-in-one sportsbook and casino with support for a range of cryptocurrencies.
In early 2024, it was announced that the operator had sealed an exclusive F1 team sponsorship deal with Sauberl. This deal was made for the 2024 and 2025 F1 seasons, with the team entitled Alfa Romeo F1 Team Stake for this period. The team has also changed its social media handles to reflect the new Stake F1 Team name. According to Alessandro Alunni Bravi, the collaboration was the natural step for both brands, as Stake has not only successfully merged into F1’s fan base to enhance its exposure, but it also helped to introduce a completely new audience to the sport.
The partnership between Stake and Sauber has succeeded in improving global brand awareness for all stakeholders. At the Stake website, you can notice the F1 logo at the bottom of the page, and the operator has stated that it is prepared to tap into the F1 team’s reach and fanbase to increase visibility to unprecedented levels.
DraftKings’ Alliance with James LeBron: A Game-Changer
Over the last decade, DraftKings has had a colossal impact on fantasy sports and sports betting in general. The operator maintains an extensive reach and visibility in the US sports betting market, but the foundation of its operation stems from its world-renowned coverage of fantasy football. When the operator first launched, there weren’t many states in the US that had legalized online sports betting.
Today, the US sports betting market continues to spread from state to state, and DraftKings has positioned itself as one of the top operators. In February 2024, it was announced that Basketball star LeBron James teamed up with DraftKings to share his deep passion for sports by providing football insights and more. This might seem weird at first if you’re not familiar with the man, but LeBron is a noted fan of American football and once played on the gridiron in high school.
Despite his success in the NBA, James has maintained an interest in football. As part of this partnership, LeBron James will occasionally hop on his Instagram Live with over 100 million followers and break down the NFL action ahead. The result of this synergy is the creation of opportunities for engagement available to DraftKings users and the NBA star’s fanbase.
Betway’s Enduring Partnership with West Ham United
The online gaming company Betway, founded in 2006, has come a long way as a premium supplier of sports betting and online casino products. The operator holds multiple licenses in at least 15 countries, with membership and certifications by world-leading industry heavyweights. Part of what underscores the reputation of Betway is its longstanding collaboration with European football club West Ham United.
Betway has been West Ham United’s principal partner since 2015, and the club features the Betway logo on the front of all the playing shirts and training wear of its senior team. In 2019 when the first deal expired, there was no objection from either party to renew it. A new six-year sponsorship deal was struck at an estimated £10 million per year, almost double the amount with the previous deal for each year.
This continued collaboration has improved the club’s visibility and increased the market penetration of Betway. There’s also the fact that since Betway is more than happy paying so much money to keep sponsoring West Ham, it shows that they benefit a lot from the partnership.
Conclusion
With iGaming sponsorships, players can participate in special events, access bonuses, and be more engaged in their online gaming activity. The positive consequence of sponsorship deals is shown in how effective it can be in creating more exposure for operators. Rabona, TonyBet, and Stake became open to new audiences, while DraftKings and Betway have offered players more interactive opportunities.
Future trends in iGaming sponsorships show a lot of promise, as seen with the successes recorded so far. These collaborations will not only grow the industry but will also prioritize social responsibility initiatives and sustainability in driving brand visibility and market penetration.
