6th of August 2011 Author: Glo Wood
Marketing strategy shift cause for the decision
The latest news from online betting exchange Betfair involves the termination of its two-year sponsorship of FC Barcelona. The decision comes as a result of a marketing strategy review which will see four brand ambassadors brought on board - England cricketer Michael Vaughan, British horse trainer Paul Nicholls, former professional English footballer Lee Dixon and former England and Lions Rugby player Will Greenwood.
The four ambassadors will front Betfair advertising, give tips and opinions, monthly podcasts and video content.
The marketing activity falls under the responsibilities of the newly appointed Global Head of Customer Marketing and Loyalty, Alasdair Wright. Prior to this he worked for BSkyB as Head of Marketing and Strategy and as Head of Customer Marketing at AOL before that.
It has been specified by the company that it will continue to be the sponsor and the official betting partner of Manchester United Football Club.
A company spokesperson specified that "Betfair is evolving the way we leverage our sponsorship assets to prioritise social platforms, and help build engagement with existing and (potential) customers.'
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