Bet365 is a multinational online sports betting company based in the UK. It is known for its user-friendly platform, extensive coverage of sports events, and competitive odds, making it a top choice for many sports bettors. With its rapid growth and global reach, the company has become one of the leading sponsors in sports and events. To find out exactly why this brand is so popular, check out our detailed bet365 review 2024.
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Sponsorship strategy
Bet365’s sponsorship strategy focuses on supporting and promoting sports and sporting events. They sponsor various teams, leagues, and events to increase their brand exposure and recognition.
The company typically sponsors events and teams in popular sports, such as football (soccer), horse racing, and tennis, with the aim of reaching a large and engaged audience. By associating its brand with successful and popular sporting events and teams, Bet365 aims to improve its reputation and build customer loyalty.
In addition, sponsorship allows Bet365 to offer unique promotions and betting opportunities to its customers, further enhancing the customer experience.
Bet365’s sports teams and events sponsorship
Football
Bet365 is a significant sponsor in the football world. The company has sponsored several major football clubs, including;
- Atletico Madrid, Spain
- FC Barcelona, Spain
- Stoke City FC, UK
- Brentford FC, UK
- Aston Villa FC, UK
In addition to club sponsorship, Bet365 has also been a major sponsor of major football tournaments, including the English Premier League and the UEFA Champions League.
The Strong Connection Between Stoke City Football Club and Bet365
One of the most notable connections Bet365 has established in the world of football is with Stoke City Football Club. This relationship is not merely a sponsorship deal, but a deep-seated bond rooted in the shared history and locality of the two entities.
Bet365’s association with Stoke City FC has been a staple of the football club’s commercial strategy for several years. The gambling company’s brand can be seen emblazoned on the team’s shirts each season, illustrating a significant partnership that extends beyond the usual sponsor-club relationship. It is an example of marketing synergy that has created mutual benefits for both parties.
The partnership commenced when Bet365 became the shirt sponsor of Stoke City, securing a high-visibility space in the fiercely competitive Premier League. This sign of commitment to the club not only increased Bet365’s exposure but also demonstrated the brand’s support for local football, furthering its appeal among dedicated football fans.
But the connection runs deeper. The Coates family, who own Bet365, are also the owners of Stoke City FC. This dual ownership has resulted in an exceptionally close relationship, further strengthening the ties between the two brands. Notably, the home ground of Stoke City FC was renamed the “Bet365 Stadium” in 2016, highlighting the entwined futures of the club and the betting company.
Horse racing sponsorships
Bet365 is a major sponsor in the world of horse racing. The company sponsors various horse racing events, including the following;
- The Cheltenham Festival
- The Grand National
- The Epsom Derby
- Melbourne Cup
- Royal Ascot
- Caulfield Cup
Here are the main confirmed UK sponsorship deals for bet365 in the horse racing industry for 2023.
- Sat 21st Jan – Ascot
- Sat 4th, Sun 5th Feb – Musselburgh (Cheltenham Trials)
- Sat 4th March – Kelso (Morebattle)
- Tues 18th – Thurs 20th April – Newmarket (Craven)
- Fri 28th, Sat 29th April – Sandown (bet365 Gold Cup)
- Sat 28th May – Beverley
- Sat 10th June – Lingfield
- Sun 11th June – Perth (Gold Cup)
- Sun 2nd July – Uttoxeter (Summer Cup)
- Sat 8th July – Haydock (Lancashire Oaks)
- Thurs 13th – Sat 15th – Newmarket (July)
- Sat 22nd July – Newbury (Steventon)
- Sun 10th Sept – Fontwell
- Sat 30th Sept – Newmarket (Cambridgeshire)
- Sat 7th October – Wolverhampton
- Fri 13th October – Newmarket (Fillies’ Mile)
- Fri 3rd, Sat 4th November – Wetherby (Charlie Hall)
- Sat 16th Dec – Doncaster (Summit Hurdle)
- Sat 23rd Dec – Newcastle
Greyhound
Bet365 is also a sponsor of greyhound racing events. Through its sponsorship, it is able to reach a dedicated audience of greyhound racing fans and provide unique betting opportunities for these events. The company sponsors several greyhound racing events, including:
- Greyhound Derby, UK
- Irish Greyhound Derby, Ireland
- Scottish Greyhound Derby, Scotland
Boxing
This company has sponsored some of the biggest and most high-profile boxing matches, including:
- The World Boxing Super Series
- Fight Nights organised by Matchroom Boxing
- Major pay-per-view boxing events
Tennis
Tennis is a popular sport with a large and dedicated global following, and Bet365’s sponsorship of tennis events allows the company to reach this audience. They have sponsored tennis events, including:
- Grand Slam events such as the Wimbledon, the Australian Open, the US Open, and the French Open.
- The ATP Tour
- The WTA Tour
e-sports sponsorships
e-sports has seen exponential growth in recent years and has become a significant global phenomenon. Bet365 has not been left out of the e-sports events sponsorship. It has sponsored various e-sports events, including:
- The League of Legends European Championship (LEC)
- The Counter-Strike: Global Offensive (CS: GO) Pro League
- The Intel Extreme Masters (IEM)
As you can see, Bet365 has sponsored some of the biggest and most high-profile teams, sports and events. The company’s sponsorship commitment is a testament to its dedication to providing its customers with a comprehensive betting experience.
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Corporate Background
Founded in 2000 in Stoke-on-Trent, United Kingdom, Bet365 has grown exponentially over the past two decades to become one of the world’s leading online betting companies. This remarkable growth story cannot be told without acknowledging the entrepreneurial brilliance of Denise Coates, the company’s CEO and co-founder.
Denise Coates is an exemplary figure within Bet365 and a key player in the global gambling industry. She began her career in the betting industry at a young age in her father’s betting shops, where she gained in-depth experience and insight into the world of bookmaking.
Recognising the potential of internet gambling early on, Coates bought the domain name Bet365.com in 2000 and launched the website in 2001. Since then, under her astute leadership, Bet365 has evolved from a fledgeling start-up to a global online betting giant, offering betting in multiple languages and currencies.