Last week CalvinAyre.com covered the 4th annual Betting on Football (BOF) Conference, an event SBC originally designed to bring together sports betting industry professionals and football club marketing reps to help foster new relationships.  The core focus of the first BOF was to highlight the value in football club sponsorships for online sports betting brands and how to maximize value for both parties.

As time has moved on, the focus of BOF has grown into a much wider scope, yet the unparalleled value of football club sponsorships and the regulatory challenges that come along with them are still as relevant as ever.

“Sponsorship is one of the key partnerships between football and the gambling industry, yet its fraught with controversy mainly fueled by media hysteria”, Andrew McCarron of SBC told CalvinAyre.com.

“This is why it’s important to have sensible conversations about the role that betting sponsorship plays and how it can be done to maximize the value for both parties in a way which is responsible, sustainable and acceptable to wider society. These discussions place a greater emphasis on the partnership element of these deals, rather than just a straightforward advertising transaction”, he added.