Sport Pesa Continue Campaign with Pro 14 Rugby Sponsorship

While they are a very familiar name in their native Africa, Sport Pesa have been working hard in the last 12 months to build themselves up as a global brand. Their most high-profile deal can be found in the English Premier League where the operator started the 2017/18 season as main shirt sponsors to established side Everton FC while other betting partner contracts have been struck.

This week, the company has announced that it is moving into the world of rugby with a big sponsor arrangement to back the major Pro 14 Championship.

Diversifying

As we’ve seen with other successful brands, a significant amount of goodwill comes from diversifying and covering a range of sports, not just the high profile football option. Under the teams of this partnership, Sport Pesa have been named as the ‘Official Gaming Partner of the Guinness Pro 14 Championship’ and that’s a great addition to their portfolio while bringing in much-needed funds for the tournament itself.

Traditionally held at the end of the domestic season, the Guinness Pro 14 features the best sides from Wales, Scotland and Ireland while invitations are sent out to guest clubs from South Africa and Italy. This year, Leinster and Scarlets have progressed to the final on May 26 and as part of the list of benefits provided, Sport Pesa have an enhanced odds offer for new customers on that game.

That’s just part of a wider package in a deal that has been welcomed by those directly involved.

Excited

In making the announcement, Sport Pesa’s Head of Marketing Shaun Simmonds said:

Everyone at SportPesa is incredibly excited about our partnership with PRO14 Rugby. Whilst we have a strong heritage in the sport, having supported local rugby in East Africa and sponsored the Kenya Rugby Sevens team, this partnership underlines the company’s diversification into Europe and South Africa.

We are looking forward to accelerating that growth further thanks to this partnership.

Dermot Rigley, commercial and marketing director at Pro14 Rugby, replied on behalf of the organisation:

We’re really pleased to have SportPesa on board as we look forward to a weekend of cracking Pro14 Semi-Finals, not to mention the drama that will unfold in our Champions Cup Play-Off game.

Expansion Programme

While Sport Pesa hinted at their previous rugby sponsorship deals closer to home, this arrangement with the Guinness Pro 14 mirrors their expansion from their native Africa and out into much wider territories.

The company has been particularly active in the UK so, as they keep their footballing portfolio and move into rugby sponsorship, the tournament is a natural fit with a heavy coverage of teams from Wales, Scotland and Ireland.

The enhanced odds deal on the Guinness Pro 14 final is a nice bonus for those that have yet to sign up with the brand and should bring in some additional custom but the overall contract brings a number of further benefits to the Sport Pesa brand.

Extensive exposure will be granted at all of the venues so the thousands that pack into the grounds around the three countries will be put in front of extensive advertising and that will extend to official media channels where Sport Pesa will be equally visible.

In addition, the final stage matches will be picked up live by a number of TV broadcasters in the countries involved so that will boost the total audiences into six figures.

It’s therefore a good deal for all sides and an added bonus for Sport Pesa and UK rugby as it comes to the end of another successful season.