It’s hard to believe, but we’re already halfway through our Footprints in the Market | Influencing iGaming webinar series! We’ve had some fantastic guests so far and have heard some truly invaluable insights. To celebrate reaching the halfway point, we thought we’d shake things up and do something a little bit different…
On this week’s episode, Digital Footprints Managing Director Sharon McFarlane sat down for a chat with Jamie Mitchell, Commercial Director of our sister agency, Game Changing Media. It was a fascinating discussion about marketing in the iGaming space from a sports angle, and the two touched on topics including the potential in women’s sports and the evolution of sponsorship activation.
The Potential in Women’s Sports
Women’s sports, football in particular, have grown massively over the past few years. If we take women’s football as an example, the top 15 clubs across Europe have seen average revenue increases of more than 60% in the past year.
Jamie touched on the growth of women’s sports and the marketing potential they have for iGaming companies:
“Women’s football is booming right now, certainly in England and across Europe. And it’s completely untapped. So, from an iGaming perspective, there’s a large audience there. And a lot of women gamble, so there’s that market there too. I just think it’s a great opportunity for iGaming companies to get involved in women’s sports and increase the visibility of women’s sports.”
Data in Football
Data has become an integral part of football. Everything is tracked and analysed in the modern game, from the number of passes a player completes to the number of defensive interceptions. These metrics are used by clubs to personalise and optimise training routines and streamline recruitment processes.
However, while data is being used to augment the sporting side of the business, Jamie revealed that clubs are falling behind when it comes to using data to enhance their marketing and commercial divisions. For smaller, less cash-rich clubs in particular, fully utilising data and analytics could give a significant boost to their commercial departments and generate new, improved revenue streams.
At Digital Footprints, we’re keenly aware of the importance and value of data for marketing purposes. We use state-of-the-art tools and cutting-edge software to collate, track and analyse data across various metrics. This information gives us insights into everything from website health to campaign performance and allows us to adjust our approach accordingly.
Athletes as Influencers
Last month, the marketing world was abuzz with the news that Cristiano Ronaldo had amassed 1 billion followers across his various social media channels. This incredible feat is a clear indication of the potential that lies in sports marketing, with athletes serving as potentially lucrative partners for brands and businesses.
While Ronaldo might be out of reach for the average brand, footballers and athletes still boast large, highly engaged followings, making them a potentially valuable partner.
Influencers have rapidly become one of the most popular brand partners for businesses across a range of industries, and we’re starting to see this trend impact the iGaming industry too.
Jamie and Sharon also discussed:
The impact of iGaming on the football financial landscape (jump to 06.06)
Changing mindsets in women’s sports sponsorship (jump to 09.44)
Responsible gambling and positive messaging (jump to 12.09)
A huge thanks to Jamie for taking the time to speak on Footprints in the Market. Watch this space for episode 6!
