Operator Betfred Extends Challenge Cup Sponsorship By Two Years
Gambling operator Betfred has extended its sponsorship of the Challenge Cup by two years.
The website managed to secure an extension to its contract with the Rugby Football League (RFL) to continue as the title sponsor of the Challenge Cup Final, which will be held at Tottenham Hotspur Stadium in May 2022, and the conclusion of the big-name tournament, which will take place at Wembley Stadium in 2023.
According to SBC News, the 2022 Betfred Challenge Cup marks the 125th anniversary of the event’s first final in 1897 and is the 121st Challenge Cup final overall. The extension of the sponsorship continues to strengthen Betfred’s relationship with the RFL and comes after the gambling operator sponsored all three Challenge Cups earlier this year and as the firm continues to sponsor the Super League.
Fred Done, the Founder and Owner of Betfred, said in a statement: “Following on from this year’s terrific final, I am delighted to be extending our Challenge Cup sponsorship for a further two years.
“We’re excited about having the 2022 Final at the Tottenham Hotspur Stadium before returning to Wembley in 2023 – and I’m especially pleased that we’re again including the Women’s and Wheelchair competitions in our unique sponsorship and that the Community clubs and teams from all around the country will hopefully be back in the Challenge Cup in 2022.”
Ralph Rimmer, the Chief Executive of the RFL, added: “It’s fantastic news for the sport to be able to confirm Betfred as title partners for the Men’s, Women’s, and Wheelchair Challenge Cups for two more years – and to take our traditional showpiece to a magnificent new venue at the Tottenham Hotspur Stadium in 2022 before we return to Wembley in 2023.
“We were thrilled when Betfred extended their significant involvement in Rugby League to include the Challenge Cups in 2021. It came at a time of considerable uncertainty for all sport and has been crucial in allowing us to enjoy three memorable Betfred Challenge Cup campaigns, with all they mean to Rugby League communities – with St Helens victorious both in the Women’s competition in June and again at Wembley last month when they beat Castleford in a compelling final and superb occasion.”
Daniel Levy, the Chairman for Tottenham Hotspur, commented: “We are delighted to bring yet another major sporting event to our stadium. The Challenge Cup Final is a game that is steeped in history and we are proud to now be a part of that, while further establishing our stadium as a leading sports and entertainment destination in London.”
Unibet Strikes Agreement With Pittsburgh Steelers
Meanwhile, Kindred subsidiary Unibet has struck a partnership with NFL team the Pittsburgh Steelers.
The gambling operator has secured the partnership as part of a move to increase its visibility within the NFL, as it already has a partnership with the Philadelphia Eagles. Under Unibet’s partnership with the Steelers, the two will collaborate across social media channels and run sweepstakes for fans.
Unibet and the Pittsburgh Steelers will also work together to support the Steelers’ local community, and Unibet will provide Steelers fans with a chance to meet former players at the newly built Unibet Tailgate zone.
Manuel Stan, the SVP of US Kindred Group, said in a statement to SBC Americas: “We are excited to partner up with one of the most beloved professional sports franchises. With a great history and bright future ahead, the Steelers have incredibly passionate and engaged fans.
“This is an exciting step in Western Pennsylvania for us. With this partnership, we will continue to grow our share of voice in Pennsylvania, strengthen our connection to local fans and support future launches in neighbouring States.”
Ryan Huzjak, the VP of Sales and Marketing of the Pittsburgh Steelers, added: “We are excited to welcome Unibet to the Steelers family. This partnership will provide brand new opportunities for Steelers Nation, both on game days at Heinz Field and throughout the season. We are looking forward to bringing these enhancements to our fans.”
Gambling Operator Entain Purchases Unikrn
Finally, leading gambling operator Entain has announced its acquisition of Unikrn, an eSports betting and media firm.
Entain’s acquisition of the company is expected to be finalised later this year is part of the operator’s goal of becoming a “world leader in sports betting, gaming, and interactive entertainment”. It also comes after the recruitment of Justin Dellario as the Head of eSports at Entain.
CasinoBeats reports that Entain, which reported an increase in the number of responsible gambling customer interactions, is looking at creating the first “scalable platform” for the eSports market while also targeting the casual mobile gaming and social casino market, which Entain says are areas that could boost acquisition and engagement while growing the company’s customer base, retention, and revenue.
Jette Nygaard-Andersen, the CEO at Entain, said in a statement: “Entain has built a powerful platform combining our industry-leading technology, people and capabilities that is driving significant growth in our existing markets, including the US, but also enables us to grow into new and emerging markets and opportunities related to our core areas of expertise.
“Our platform enables us to meet the evolving needs of our customers as we capitalise on the convergence of media, entertainment and gaming, and extend into interactive entertainment. Altogether, this means the markets we address have the potential to be several times larger than today.”
Nygaard-Andersen continued: “One exciting opportunity is the growing eSports skill-based wagering market. We are building the first scalable platform to address this market and I am delighted that Justin Dellario is joining us to lead our growth in this new area. By leveraging the opportunities in front of us, focusing on the customer and expanding our acquisition funnel by creating powerful customer engagement flywheel effects, we have many years of growth ahead that will drive significant incremental value for our stakeholders.”