26th of November 2009 Author: Glo Wood
Online gambling group spreads the sponsorship budget to include rugby
In what has been described as the biggest sponsorship deal in its 127-year history, the UK Rugby League club Hull Kingston Rovers has inked a sponsorship agreement with online gambling group Sportingbet plc.
The deal, commencing next (December) month, has significant reciprocal benefits for both parties, including an extensive portfolio of Hull KR rights for Sportingbet such as brand positioning on the front and back of the home and away jerseys as well as the club's training kit.
Sportingbet.com branding will also feature prominently in the stadium, including perimeter boards, the dugouts and the players' tunnel, and the online gambling group will be sponsoring the club's website and plans to create a dedicated Hull KR microsite with news, offers and competitions throughout the season for fans.
Hull KR will benefit from the increased exposure that will result from the relationship, both in the UK and overseas. The club will have a strong presence on promotional material and Hull KR-related campaigns that Sportingbet.com will be undertaking over the course of the agreement.
The deal augments sponsorship agreements that Sportingbet has acquired with leading football clubs such as Premier League teams Wolverhampton Wanderers FC and Portsmouth FC .
The move into Rugby League will help the brand build its overall sporting credentials and Hull KR will subsequently benefit from this expertise.
Sportingbet.com will be present in the stadium, with a comprehensive package of perimeter advertising, VIP hospitality and online betting services to Hull KR supporters, including in-play betting.
'Hull KR has grown into one of the leading clubs in the game and this partnership reinforces this," said Neil Hudgell, club chairman of Hull KR. "Sportingbet.com is Europe's biggest online bookmaker and we are delighted to be working with them,' he added.
Marc Thomas, head of sportsbook operations at Sportingbet.com, said: 'Sportingbet.com is proud to be supporting Hull Kingston Rovers this season. We'd been monitoring them closely over the last season and their terrific performances confirmed what a great opportunity this is.
"Sportingbet.com shares many of the values and attributes of the club and its supporters - a real heritage, knowledge and passion for rugby league, a desire to entertain and to bring fans closer to the game,' he said.
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