Each of our sponsorship
involvement in sponsorship and scale of investment is directly connected to our growth – as we scale up and our business is growing, so does our investment in branding and sponsorship and most importantly activations of the sponsorship contracts play an important part of that investment.
At Superbet however we are not limiting ourselves to football – we are official partner of Polish Ski National Federation, including ski jumping – a national pride sport, very popular in Poland during winter season and Superbet has been also sponsoring several important sports brand ambassadors, including long lasting cooperation with legendary Jerzy Dudek and highly liked by young audience Slawomir Peszko (ex-national team player), Jan Blachowicz – UFC MMA Champion or Tomasz Smokowski – a well- known Polish sports journalist.
Each of our sponsorship contracts and each of the characters of our brand ambassadors is appealing to slightly different target group and strongly used by the brand in our social media, regular TV ads aired after 22:00hrs, Sponsorship TVCs versions, brand activations and in digital domain. But does a commitment to disciplines as not obvious to the industry as chess make sense? Superbet has shown that it has the most!
A great chess tournament in Poland was held in Warsaw already two times. Superbet Rapid & Blitz Poland 2022 and 2023, played as part of the Grand Chess Tour series, turned out to be a great success, and the results of the media research carried out after the tournament exceeded the organisers' wildest expectations reaching over 35 million people each year via over 9,000 publications in print and digital media and via hundreds of news on TV and streams combined for two years since event has taken place in Poland.
Top chess champions such as Magnus Carlssen, Jan Duda or Wesley have participated in it – whilst Garri Kassparov as a guest and Grand Chess Tour ambassador has made a huge impact. Tousands of live spectators and viewers of the event proved it was a good call. Together with Superbet Foundation (organiser), Superbet has been the sponsor of the Grand Chess Tour and is building its reach and brand awareness not merely on sports but also on the renaissance of the oldest, most popular globally and most advanced strategic games of all times.
At Superbet we believe we can change the world, in and outside of our betting and gaming industry. How standard it may sound - Superbet is all about making sports entertainment exciting, bold and different. Our purpose and focus is quality fun for our customers, our partners (including clubs or federations we sponsor) and for us as operator. Our involvement in sponsorships of sports but also such out of box initiatives as Superbet Rapid&Blitz are definition of that.
Importantly, today sport fans need engagement,
contracts and each of the characters of our brand ambassadors is appealing to slightly different target group and strongly used by the brand in our social media, regular TV ads aired after 22:00hrs, Sponsorship TVCs versions,
brand activations and in digital domain.
and feeling of being in control and sponsors which take into account the voice of spectators are the ones which will win the most out of the sponsorship contracts today and in the future. Tis approach will be separating successful sponsors and effective sponsorship cooperations and transactions vs passive and non-value generating deals.
At Superbet we work certainly differently than competition, we go our own way, we do not imitate the competition, but thrive to set new paths and continuously seek how to re define way of work. Tis approach builds brand awareness fast and scales our business quickly based on acquiring and retaining valuable customers. To rock the boat and shake the markets we enter which were dominated till recently by incumbents in markets like Poland, we need to find new ways of showing our brand to the public – and merely repeating what other brands have been doing for past 20-25 years is not for us and won’t work fast enough. For expedited growth and redefinition of status quo – we push our imagination every day.
Superbet today is the fastest growing bookmaker on the Polish market. In the past two and a half years Superbet became the third largest betting operator in the country with approximately 16 per cent of online-only market share, distinguished by its innovative approach both in terms of the offered product and activities promoting the brand or involvement in events that are not obvious for the industry. Behind this brand awareness and business scale up is strong digital funnel acquisition and great ops teams, but very important part of the marketing mix is related to our sponsorship or rather its use – allowing us to build fast brand awareness.
We take pride in our brand activations in relationship to our sponsorship contracts. Te sponsorships and brand ambassador
SBC SUMMIT BARCELONA
cooperations are just the beginning for us and through the advancement of technology, and via out of box ideas, we activate Superbet’s sponsorships and involve fans with sports and our brand ambassadors every day in a coherent and continuous wave of action.
At Gornik Zabrze, for instance, we have done a very strong activity around subsidising club’s official jerseys for fans community and activating the contract during literally every game on the Gornik Zabrze pitch is our non-stop routine. We also cross our brand ambassadors with Gornik Zabrze contract and activate it in public spaces with cool/fun and bold messages via OOH and within the community.
An innovative and non-standard approach to sponsorship is critical in today’s world. And therefore, these days I am particularly happy with Lech Poznan contract kicking in from July 2023 for next years – a contract and cooperation which will be a test of a completely new concept of sponsorship and validation if Lech Poznan fans and Poznan/Wielkopolskie community likes it and engages with it successfully.
At Lech Poznan we as Superbet have become main sponsor to the club not only because it’s one of top Polish and European football clubs, but because it has top notch football academy and for many years the club had been successfully building and developing players. Our cooperation with the club is just part of the sponsorship agreement. We sponsor the club as Superbet but we will be also sponsoring the academy - but together with the club’s fans and spectators. Te contract is defined in such a way that Lech Poznan Club’s academy will be funded directly as part of clients’ first deposits and GGR – coming from clients registering with bonus code #Razem (#Together) – transforming this sponsorship into real CSR journey.
It’s important to note that when taking a decision about sponsorship, predictability of the club or sport association/federation or brand ambassador is critical. Tese are ideally relationships for very long years and need time to be properly built and executed for value generation, therefore choice of predictable, engaged, open-minded and “let’s do it” mindset is key thing of which Superbet is looking for when choosing its partners. We are very happy with all our cooperations – but we invest not only funds but also a lot of energy and time on daily basis to bring our brand, customers, and partners together.
When taking a decision about sponsorship, predictability of the club or sport association/federation or brand ambassador is critical. These are ideally relationships for very long years and
need time to be properly built and executed for value generation, therefore choice of predictable, engaged, open-minded and
“let’s do it” mindset is key thing of which Superbet is looking for when choosing its partners.
NEWSWIRE / INTERACTIVE / MARKET DATA P137
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