|  | | | 24 May 2006
Bet Fair, an online casino and sports betting company, has recently signed a 2.5 million pounds sterling deal with advertising agency BLAC. The agency is now tasked with raising Bet Fair’s profile beyond its core horse racing focus and into online casino gambling. BLAC’s new marketing activities are also designed to encourage a wider range of companies to approach the online casino and sports betting firm for sponsorship deals.
Bet Fair is already a major sponsor of the Ashes cricket tournament and sees sponsorship of large sporting events as a key way to attract customers. BLAC’s latest campaign has created a unique motto for the online casino firm: “Life’s unfair, but you can bet fair.” The slogan has already appeared on the UK’s Channel 4 to advertise the Ashes tournament and is being trialled to see how well the campaign for the online casino firm is recognized. Bet Fair uses a variety of different media agencies for special projects, however its deal with BLAC will give the firm full control of all the online casino and sports betting operator’s future marketing.
The importance of sponsorship deals continues to reach new highs in the online casino industry. Last year, 888 Holdings signed a lucrative deal with the UK Snooker Championship and receives prime time exposure at a range of major televised snooker events. Other online casino firms are getting behind premier soccer, national motor racing, and tennis.
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