SBC SUMMIT BARCELONA
Adam Lamentowicz CEO, Superbet Poland
POLAND
Experience of long industry years in sports betting has proved that where there is football and football fans, there is also sports betting, while popularity of other forms of sports (basketball, tennis, fight sports, ski jumping and more) and options to use brand ambassadors and influencers simply increased number of opportunities and choices available to sports betting operators today, allowing the operators to use various forms of sponsorship to build awareness and trust of their brands.
Te connection between sports and betting has always been a strong one, and Poland is no exemption to the rule. Bookmakers have always been and will be strongly associated with sports events, because they are the essence of this industry. It is not surprising then that these are very often sponsored or even directly organised by them. Sponsorship in sports betting industry in the Polish market is vital and significant element of the marketing mix, driven at large by regulatory landscape. What is needed however is to look outside of traditional approach – as brand can sponsor more than a football club.
Te size of population engaged with sports betting is directly related to how popular sports and watching sports is in a given market. Per various studies, the size of sports betting customers population in every country is usually between three to six per cent of the overall population, where the larger number is for countries where watching sports is more popular and communities are focused on their teams and heroes.
In Poland as a result of an amendment introduced to the Gaming Act back in 2017, advertising of sports betting is now allowed, although only to a limited extent and the contents and placing of betting advertisements are heavily regulated. As a rule of thumb advertising of gambling is prohibited on television, radio, cinema and theatre between 06:00 and 22:00 unless it is advertising conducted during broadcasts of sports events and/or can be qualified as informing of sponsorship of sports, teams, federations or brand ambassadors and under condition that it does not include product feature messaging.
Tis important addition to regular advertising P134 WIRE / PULSE / INSIGHT / REPORTS
limitations named in the Gaming Act made sponsorship a way stronger gateway to connect sports betting brands in Poland to sports, and provides for a very solid legal route to inform wider audience about brand and its values. Betting operators may now exercise 'informing about sponsorship' route by displaying their names or other forms of identification (such as logos) in messages in which they inform the reader or spectator that they sponsor specific persons or club or sports federation (such as sports teams).
Tere are important limitations to respect – such as “no call to action” or “non-tolerance to connect betting to financials success”, however it has given an important rise in interest of sport betting brands to sponsorship of sports and sponsorship of other initiatives such as cultural events and has paved the way for a much wider use of this form of brand investments by all legal bookies in Poland.
I trust it’s a win-win scenario for the entire sports industry and sports value chain – sports betting brands are now intrinsically encouraged to invest in sports and culture via sponsorships, which brings benefits to the communities. Since it must be done under strict limitations defined by the regulatory regime, responsible gaming focus and non-targeting of minors is certainly respected by the legal betting operators in Poland across the board, while revenues from sports betting operators are an important contributor to football clubs and other sports teams/sportsmen budgets.
At Superbet we certainly believe strongly in sponsorships as a platform for investing in community and building brand awareness. Today we are active sponsor of several Polish football clubs, including recently signed Lech Poznan (Superbet being main sponsor of this top Polish and European club starting from the upcoming season), Gornik Zabrze (main sponsor of this legendary club for several years now) – both extraklasa teams; but also GKS Tychy – a first league team (Superbet being its main sponsor) or Stomil Olsztyn – second league team. Our
The size of population engaged with sports betting is directly related to how popular sports and watching sports is in a given market. The size of sports betting customers population in every
country is usually between three to six per cent of the overall population, where the larger number is for countries where
watching sports is more popular and communities are focused on their teams and heroes.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172 |
Page 173 |
Page 174 |
Page 175 |
Page 176 |
Page 177 |
Page 178 |
Page 179 |
Page 180
