JUE 28 DE NOVIEMBRE DE 2024 - 02:46hs.
Rafael Plastina, CEO of Sport Track

Brand building in sports betting: What are the odds?

The growth of the sports betting market has attracted more and more attention from football clubs, leagues of different sports and marketing firms. The construction and reinforcement of branding has led to several inquiries about the effectiveness of actions taken by sportsbooks and whether the campaigns are effective in winning over customers. To answer some of these questions, MktEsportivo published an article by Rafael Plastina, CEO of sports marketing firm Sport Track, in which he cites that in a study on the recall of betting sites brands, 119 were mentioned.

For some years now, the topic of sports betting has advanced in relevance. Either because of the legislation that is ready, but still pending regulation by the National Congress, or because of the increase in the volume of investment made by betting sites in Brazilian sports.

Obviously, there are other items that bring relevance to the topic, such as job creation, taxes, concern with the financial and mental health of players, etc. But what really catches the eye is the massive presence of brands and betting sites sponsoring the sport, competitions and broadcasts as well.

As it should be, football takes almost 100% of this investment. The reason for this is widely known, that is, football ranks first in terms of preference and consumption in the media. In addition to snapping up more than 65% of all content generated in broadcasts and TV reports. When the question is the value of this media, the size of the football in the cake increases to 75%. All this because about 90% of Brazilians say they have a team of the heart. These are historical data produced by Informidia and Nielsen Sport Track in 2013. These numbers have hardly changed over the past few years.

But what does this have to do with Brand Building? Everything. As they are new, mostly unknown brands, they need a lot of visibility so that they start to be noticed, remembered, desired and, finally, consumed. It is the old shopping funnel, common to any market segment.

Choosing football and its robust numbers, as we saw above, seems to guarantee success, something like a 100% probability of succeeding. In time, it is worth remembering that, even in calm waters, building a brand, making it remembered, desired and consumed takes time, investment, creativity, integrated communication and a few pinches of luck too.

In this line, we access the Sport Track 2020 Edition Sports Betting Special.

The annual study by the Management and Marketing Consultancy in Sports shows that, in the question about remembering brands from betting sites/companies, 119 brands were cited by the total sample. Still from the total of respondents, 16% say they make sports bets. These bets are placed on a total of 59 different betting sites/companies, that is, in total terms there is a lot of recall and little conversion into consumption.

In the top 10 ranking, there is consistency between those remembered, then consumed. Some have excellent rates of what we call “penetration”, that is, the percentage of consumption is very similar to that of memory.

Also in the top 10, already in the lowest positions, it is possible to notice the inconsistency of the brands and the dispersion of the penetration rate. This leads to believe that football territory can present a certain saturation, even keeping its benefits already mentioned.

Taking a look at the market, in the broadcasts of football matches, it is common to see up to 7 brands with visibility in a game. One in each club, 3 or 4 on boards and mats, and 1 on traditional broadcast media.

The fact that these brands are still unknown, together with so many other brands exposed, may be diluting fan retention, therefore, their consumption.

The numbers above may point to a promising future, as betting is regulated, Brazil further consolidates itself as a digital star (internet consumption, online shopping, hours of browsing) and the culture of making sports betting spreads in the market.

It remains to know a few things: will everyone continue sailing in the football ocean or seek new, calmer waters? How long will this market have? And what are the numbers of the Sports Betting Special Edition 2021 by Sport Track? The Study is already in the oven. Confronting the 2020 x 2021 editions will be essential to have growth units and historical track record of the sector and its indicators.

And finally, Brand Building in the Betting market, after all, what are the odds?

Rafael Plastina
Sport Track CEO
 

Source: MktEsportivo