Betting's Lack Of Digital Value: Horizm Breaks Down Football's Sponsorship Opportunity

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With the Premier League withdrawing betting sponsorships from the front of shirts from the 2027/28 season, the English top-flight will be looking for brand-new sectors to fill the revenue space left behind.


Whilst the wagering sector has actually produced millions for betting companies in regards to the money payments of sponsorships, sports data and insights firm Horizm that other industries represent much better 'digital value' - in the kind of impressions and engagement - than gaming.


Currently, eight teams in the league hold betting companies as front of t-shirt sponsors - AFC Bournemouth, Brentford, Everton, Fulham, Leeds, Newcastle, Southampton and West Ham - which generate around ₤ 60m per annum in digital value combined.


However, utilizing its AI-powered analytics, Horizm recommended that operators have not been a significant driving force in regards to providing digital value to these clubs.


The company's examination of the digital performance of betting partnerships for expert football teams specifically highlighted the 'enormous potential customers' for clubs and brands to land brand-new digital collaborations - such as with players in the entertainment market.


Over the last 12 months, the company explained, Bournemouth's sponsorship with Dafabet just generated EUR5,763 in total digital worth based upon aspects such as engagement and impressions.


At the time, the club admired this deal as "a vital part" of the club's business goals "of increasing earnings in the Premier League".


Additionally, Brentford acquired EUR1,915 in overall value from its collaboration with Hollywoodbets, Leeds got EUR1,203 from their arrangement with SBOTOP, and Southampton and Everton earned 'extremely little value' of EUR708 and EUR197 from deals with Sportsbet.io and Stake.com, respectively.


Horizm continued: "Despite the truth that the clothing sector is leading the method in regards to biggest amount of digital value, with Leeds' sponsorship with Adidas generating EUR55,684 in overall digital value and Everton's sponsorship with Hummel producing EUR45,545, collaborations in the show business with EA Sports are providing clubs like Newcastle and Fulham a considerable volume of digital value."


There was various reports in February this year that the Premier League was close to agreeing a six-year handle EA, stated to be worth close to ₤ 500m. The set have business ties which go back to 1998.


Moreover, the company also dug into Newcastle's collaboration with e-commerce company Noon, which it exposed had a digital value of EUR225,421, and after that its deal with EA Sports which ranked 2nd in the club's most financially rewarding digital partnership with an EUR118,981 appraisal.


In a comparable vein, agreements with EA Sports resulted in Fulham's greatest overall social networks engagements with 475,086 impressions, creating EUR36,924 in worth, the data company discussed.


Insurance and monetary services, as well as software application, carried out well for both AFC Bournemouth and Brentford following their sponsorships with Vitality and BlueJeans Network, which produced the clubs a total digital worth of EUR33,170 and EUR32,353, in the previous year.


Luis Viverios, COO of Horizm, specified: "It is clear that whilst the gambling industry may offer considerable financial worth to clubs, those brand collaborations do not represent worth from a digital point of view.


"Our data highlights that fans of Premier League clubs engage more with brand collaboration posts from sectors including clothing, travel and e-commerce ahead of gaming. These partnerships also provide greater financial value digitally for both clubs and brands.


Horizm's current 2023 Digital Value of Fans report stressed the 'enormous reach and industrial worth' the sports market holds, whilst also touching on the 'tremendous possibilities' for brands and professional football teams to obtain a significant quantity of earnings through their digital inventory.


Generating close to EUR80 million in profits, the sports industry has 590 brand names that are digitally active, Horizm highlighted.


The group reported: "Most of sponsored digital sports content is led by garments and travel brands, with entertainment & media likewise essential within the leading 3 sectors. Each market has a trustworthy brand name with Adidas (62.41%), Emirates (75.44%), and EA Sports (68.27%) dominant and offering the most worth."


Moreso, the report underlines the value of using digital activation as an effective strategy to drive engagement, with dream sports coming out on top, carefully followed by garments, and after that e-commerce.


Horizm's research shows that the most valuable type of social networks post for rights holders and brands to partner with is full-time result posts, creating an overall of EUR57m in the previous 12 months. This is carefully followed by posts marking birthdays and historical sporting minutes, producing near EUR45m each.