From MMA fighters to boxing tournaments, online casino operators are staking their claim in the world of combat sports through sponsorships. We take a closer look at this growing trend and what it means for fans and fighters alike.
If you’ve been watching fight nights lately, you might have noticed something different. Colorful banners bearing the glittering logos, fighters donning patches of popular online casino brands and even entire tournaments branded after gambling websites. Online casino operators are making their push in the combat sports world and it is not just about brand visibility. They’re connecting with fans on levels beyond the traditional sponsorship model, and the intersection of the cage, the ring and online gambling cannot be ignored.
Betting on the spotlight
Sports sponsorships are nothing new, but combat sports have always had a certain appeal. Unlike team sports, the emphasis in combat sports is squarely on individual fighters or marquee matchups. It is a wonderful opportunity for online casino brands to get eyeballs. Companies are now sponsoring fighters, gyms and even events, managing to insert themselves into the culture of the sport.
Take mixed martial arts, for example. Fighters now commonly wear casino logos on their fight shorts or jerseys, and some of the biggest promotions have signed multi-year deals with online gambling websites. It’s a win-win situation: The fighters and organizations get much-needed funding and the casinos gain exposure to a highly engaged, passionate fan base that spans multiple continents.
Exclusive deals for fans
For fans, these partnerships can also mean rewards. The majority of sites that partner with casinos and sportsbooks offer users exclusive promotions in the form of no deposit bonuses, free spins and odds boosts.
One site, Bonuses.com, connects users with exclusive offers from over 200 companies, making it easier for combat sports fans to find the best offers and bonuses in the gambling and betting industry. It’s a way to transform passive interest into active engagement, while the excitement of the fight still lives on outside the octagon.
Fighters as brand ambassadors
The fighter’s job has also expanded beyond combat. They are now moving billboards for gambling firms. Sponsorship deals usually entail social media promotion, appearance at promotional events and even co-branded clothing. For less prominent or smaller fighters, such deals are a lifeline, generating revenue that would otherwise be out of reach.
Boxing, for instance, has seen a rush of online casino sponsorships. Some fighters are wearing logos on press tours and weigh-ins, and major fights are broadcast with embedded branding. Even hardcore fans who do not engage in gambling might find themselves noticing the flashy promotions, subtly conflating the sports and betting spheres.
Controversy and criticism
Of course, the partnership is not without controversy. Critics argue that gambling sponsorship of combat sports can blur the lines for younger or more susceptible fans. The mix of high-octane action and readily available betting websites can be a toxic combination, and there have been calls for enhanced controls or age restrictions.
But those in favor say the sponsorships also bring transparency and revenue. Properly regulated online casino websites provide secure sites and responsible gaming measures, which allow the promotions to make the sponsorships provide fans the ability to enjoy sponsorships safely. In a few cases, the injection of sponsorship money has allowed promotions to expand events, increase fighter pay and even increase production values, improving the fights themselves for fans.
The marketing angle
It’s not hard to understand why casinos are attracted to combat sports. The fights, unlike those in other sports, are fierce, quick and hold attention from beginning to end. Online gambling sites prosper in situations where there is a lot of engagement and fans have an emotional stake. Casinos place themselves at the middle of all that excitement by sponsoring fighters and events.
From a marketing perspective, the ROI is clear. Fans remember the brands they’re exposed to during high-stakes moments, and the presence across merchandise, social media and live broadcasts ensures exposure is constant. For smaller bookmakers, sponsorships are also a chance to even the odds against larger operators by leveraging the cultural cache of combat sports.
Looking ahead
The trend doesn’t seem to be abating. With online casino operators continuing to refine their marketing and with combat sports continuing to gain popularity globally, fans can look forward to an even greater merging of the two worlds. Deals in the future may incorporate more interactive features, VIP experiences for casino patrons and possibly even new betting-based content developed specifically for fight fans.
For fans of combat sports, the crossover of gambling and fighting is ever more a reality of the culture. From backing a fighter to pursuing special promotions via a solid platform that offers no deposit bonuses, these two worlds of casinos and combat sports are merging in manners that are not just exciting but also profitable.
So, to sum up…
Online casino sponsorships of combat sports are not a flash in the pan, a publicity-seeking gimmick, they’re a strategic move from an industry keen to get in front of loyal fans. Fighters get more finance, promotions get more revenue and fans get special promotions and bonuses.
Although there are questions about regulation and responsibility, the one thing that’s for sure is that the ringside view is now about more than kicks and punches. The electronic promotions and strobe logos are all elements of the fight night experience in a new era where the thrill of battle meets the glitz of the casino.