Netflix doubles down on its venture into major sporting events, which could open doors for iGaming marketers
The sponsorship landscape is in the midst of a significant shift for igaming operators in the UK, but is there a new path to exposure that could present itself?
The Premier League has been viewed as the golden goose in terms of sponsorship when it comes to securing global exposure in recent years; however, a new player may be about to arrive, one that isn’t saddled by crippling regulation and intensified lobbying efforts.
This weekend, ‘The Gypsy King’ Tyson Fury marked his return to the ring. It took place on a new platform and one that threatens to shift the dynamic of sports commercially to a new ceiling.
Fury made the walk on Netflix, a platform that reaches the households of millions and isn’t limited to sports fans, majorly elevating the commercial opportunities of sports that are set to be broadcast on the platform.
Fury went the distance against his Russian rival, Arslanbek Makhmudov, and won via a unanimous decision.
As for Netflix, while it is unlikely to break the status quo around UK football broadcasting, it has moved towards major sporting events – drawing global eyes and enticing big stars, and this presents an opportunity for operators to reach new audiences and gain significant global exposure.
In a shrewd move, Sky Vegas has taken advantage of the opportunity and partnered with Netflix for what the firm’s marketing director, Sam Behar, described as “a landmark broadcast”.
For a UK audience, Fury’s return, alongside a fight for Conor Benn, marks a major event, but Netflix’s sporting venture isn’t limited to a UK audience.
In May, Jake Paul’s MVP promotion will join Netflix in making its first foray into MMA events – featuring global superstars Nate Diaz, Francis Ngannou and Ronda Rousey. It underpins a major opportunity for igaming operators to once again reach fans through Netflix.
Furthermore, in a recent interview with Ariel Helwani, Ngannou – the current Pan-African ambassador of the African-focused sports betting firm Premier Bet – confirmed that fighters involved in the event will be allowed to showcase their own sponsors on their fightwear, which significantly elevates the possibilities for exposure for commercial partners looking to be involved in Netflix’s sporting ambitions.
This presents major avenues for operators to secure collaborations with athletes and embrace creative content to engage players on various digital platforms.
The next two months will see two of the biggest opening rounds on the Netflix expansion into combat sports – but as sports broadcasting evolves, will the commercial relationship between igaming and combat sports continue to be a strong combination?
