Betfair has signed a sponsorship deal with the England & Wales Cricket Board (ECB) to become the governing body’s official betting partner, reports Marketing Week.
The agreement allows Betfair to use the ECB logo on perimeter boards, sight screens and replay screen advertising. The logo can also be used at product sampling and promotional activity at the eight Test Match Grounds this summer, including the Ashes series against Australia.
In addition, Betfair will continue as the naming sponsor of the ‘Betfair Blimp’, which will be providing Sky Sports television with aerial footage during the Ashes.
The deal strengthens the relationship the betting exchange has with English cricket, extending a Betfair involvement that makes it the official betting partner at all the test match grounds.
Lee Cowles, director of sports, specials and casino at Betfair, says: “This summer’s cricket sponsorship will launch an integrated campaign “to underpin Betfair’s standing as sports fans’ betting company of choice market.”
The deal was negotiated by sports marketing, media, management and services agency Essentially Group.
Betfair’s Australian operation recently sponsored the Australian cricket home series with South Africa