Due to a major shift in marketing strategy, Betfair, the online betting exchange, has decided that it will end its two-year sponsorship of the Spanish football club FC Barcelona but will still continue to be the official betting partner and sponsor of Manchester United.
Alasdair Wright joined Betfair as Global Head of Customer Marketing and Loyalty two months ago after previously holding a few roles at BSKyB which included Head of Marketing and Strategy. Prior to that, Wright acted as Head of Customer Marketing at AOL and is now in charge of overseeing the Betfair brand’s marketing activity.
Four new brand ambassadors, namely England cricketer Michael Vaughn, former Professional English footballer Lee Dixon, British Horse trainer Paul Nicholls and former England and Lions Rugby player, Will Greenwood have been signed up by Betfair. These four will represent the Betfair brand in an advertising campaign.
Since Betfair’s move away from sponsoring FC Barcelona and its commercial ties with European football clubs the online betting exchange will now increase its’ spending on sports marketing.
According to a spokesperson for the group, “Betfair is changing the way we invest our sponsorship assets to prioritize social platforms and help build engagement with existing and potential customers”.