Sports sponsorships in the global betting and gaming industry never sleep. This week alone has already produced some major deals, which will be seen by millions of sports fans around the world.
This edition of Sponsor Spotlight will look at BoyleSports’ advancement into Northern Irish football, BetMGM’s successful expansion of a major US contract, and Stake targeting a brand new audience with its new global ambassador.
BoyleSports supports top-flight Northern Irish league
The Irish bookmaker has been promoted from the official betting partner of the Northern Ireland Football League (NIFL) to now being the principal title partner for both the men’s and women’s game.
This is a landmark deal in NIFL’s history given that it is the first partnership for the league valued at more than £1m.
As part of the three-year contract duration, BoyleSports will also roll out responsible gambling campaigns through the NIFL digital communication channels, adding depth to the partnership and further elevating its commitment to providing an engaging but safe platform for fans to express their support for the league.
BetMGM deepens commercial opportunities with MLB
Major League Baseball (MLB) has opted in to extend its partnership with both online sportsbook BetMGM and MGM Resorts integrated casinos.
Millions of baseball fans in the US will still be able to tap into exclusive offers, marketed by BetMGM across MLB’s platforms like MLB Network and MLB.com, as well as through MLB’s coverage on Apple TV.
With the MLB aside, both MGM Resorts and BetMGM also have individual deals in place with a number of the 30 league teams, such as the Los Angeles Dodgers, Detroit Tigers, Boston Red Sox, and the New York Yankees – making the gambling brands two of the best integrated across US sports.
Stake now skates
Global casino and sportsbook brand Stake has successfully passed the skating tryouts, landing a deal with American skateboarder Nyjah Huston, who as its new ambassador will help the brand tap into the skateboard fandom for the first time.
Huston is a well-known name in skateboarding circles, boasting one of the most decorated careers in the history of the sport. He picked up speed in the mid-2000s as a child prodigy, going on to secure seven SLS Super Crown World Championship titles and 15 X Games gold medals.
Huston steps in the role with immediate effect ahead of this summer’s X Games Summer League Championship, with the timing of his Stake deal coming just at the right time when skateboarding has exploded in popularity following the sport’s Olympic debut in 2020.
Spotlight rankings: Who’s standing out?
1. BetMGM/MLB
This list’s number one spot is reserved for the MLB’s partnership expansion with both BetMGM and MGM Resorts. It is the most long-lasting out of all three, going back nearly a decade. It also taps into the biggest audience from today’s brand deals selection.
2. BOYLE Sports/NIFL
Strongly sitting at number two, this partnership represents a new chapter for the whole of Northern Ireland football – and an important one at that – given that BOYLE Sports is making history by bringing a major financial incentive that will help the sport grow more in the years to come.
3. Stake/Nyjah Huston
Although Stake is arguably the biggest brand name on today’s list, its partnership with Huston ranks last because of the limited reach it has. While the skateboarding fanbase has certainly grown over the last few years, it still doesn’t quite compare to the football and baseball audiences that the other two brands on our list are targeting.
