VBET’s Viktor Hoffmann on the importance of sponsorship

Following the brand’s recent partnership with English Premier League side Arsenal, Viktor Hoffmann the Global Marketing Director at VBET underlined the importance of sponsorships to any operator’s marketing strategy.

The partnership, with Arsenal will see VBET become the club’s Official Betting and Gaming Partner in a three-year deal which will run up until the 2022 season.

In a recent interview with InsiderSport Hoffmann detailed that the deal includes a host of fantastic opportunities for activations, as well as how exciting it is to be partnered with Arsenal as the club continues its new era under Unai Emery. 

Speaking on the rights and benefits of the partnership, Hoffmann underlined: “The deal includes a fantastic set of rights that give us opportunities to activate a host of physical and digital assets with high comparable media value to reach large, global audiences; including regions where it is otherwise quite restrictive in terms of available channels and routes to build brand.

“I particularly look forward to working with my team on activating the player access rights to create exclusive content. This content will be in demand by a passionate fan audience while also engaging the core football betting target with effortless authenticity and real sports knowledge.”

He went onto add how the operator can harness the club’s global popularity for potential expansion: “The deal is exclusive for the betting and gaming category, globally, that in itself is quite rare and enables us to own the narrative and share of voice as Arsenal’s choice in our field.

“We planned our launch to coincide not only with the roll out of our new front-ends but also with the release of the league fixtures at a time when traffic across Arsenal’s official platforms were at peak levels.

“We used the launch PR opportunity to kick off the partnership with a bang and to start building memory structures in people’s mind that we are connected with a top EPL team, what we do, what we look like and how VBET is positioned in the market around great odds and innovation. We will now continue to consistently build on these associations over time to grow the brand and create market-based assets of our own.”

Looking ahead to maximising the partnership, he added: “We will deploy Arsenal IP across all relevant marketing materials throughout the customer sales funnel (on site, CRM comms, acquisition creative, affiliates, video, print, OOH, social media, search, SEO/ASO content etc) – this drives reputational uplift, credibility and brand awareness which over time lowers CPAs and lets us reinvest and diversify into more markets, reach and convert more customers.

“We include sign-up offers and enhanced odds on dynamic banners and other materials on the Arsenal official channels; and plug into a pre-built audience of millions of social connections.”