Premier League giant Manchester United has inked a new multi-year, global deal with mobile betting and gaming brand MoPlay and the tie-up is being used as a key platform to spearhead the marketing around the full launch of MoPlay’s new dot.com site and betting app.
To promote the betting brand’s new global offering going live during early August and leverage spiking football and Utd interest around the transfer deadline and the start of the new 2018/19 Premier League season MoPlay rolled out a ‘MoPlay x Manchester United’ campaign promoting its new status as the club’s new official global betting partner.
This was spearheaded by dual language, mixed real footage and CGI spot launched on 6 August across the betting brand’s digital (https://promo.moplay.co.uk/manchester-bet10-get20.html?cid=2018080817531345676598_01_0_0) and social.
The spot was supported by a list building ticket competition and additional social content.
If you didn’t know, now you know…
MoPlay x @ManUtd #MoveOnUppic.twitter.com/qko4MBpYQi
— MoPlay (@MoPlay) August 6, 2018
The tie-up and its creative was further amplified across relevant betting/gaming titles too.
Manchester United inks global partnership with MoPlay
Read more : https://t.co/fGcFTONZ6a #insidesport #sportbusinessnews #ManchesterUnited #Global #partnership #MOPlay #SPORTS #NewsAlert @ManUtd— InsideSport (@InsideSportIND) August 7, 2018
The new partnership will see United and MoPlay work together to offer exclusive content and will also collaborate on launching co-branded activations around the world.
MoPlay, owned by the Gibraltar-based parent operator Addison Global, offers live in-play experiences across its portfolio of games.
“MoPlay are an innovative and dynamic company looking to further enhance our fans’ gaming experience,” United’s group managing director, Richard Arnold, said. “They are an exciting new brand that aims to modernise and improve the betting industry and we are delighted to be part of this journey.”
While MoPlay chief executive Juergen Reutter added: “Engaging in such a high-profile partnership so soon after our inception truly puts our exciting new brand on the map. We look forward to working closely with the club’s vast array of talent – from all areas of the organisation, on and off the pitch – in order to reward the passion of the fans and deliver them an enhanced betting experience across the globe.”
MoPlay is using football as a core strand of its dot.com and app full launch marketing mix and during the same week MoPlay also signed on as the new sleeve sponsor of fellow Premiership club Watford FC.
This new alliance will see MoPlay’s full logo appear on the sleeve of the Watford home shirt, while the brand’s app icon will sit on the away shirt sleeve.
This sleeve deal was also activated across the brand and the club’s digital and social channels through a campaign led by a spearhead spot
and supported by additional assets across digital and social channels.
Signed on the dotted line!#watfordfc are proud to announce @MoPlay as our official sleeve partner.
Get ready to #MoveOnUppic.twitter.com/mIT9nNzqai
— Watford Football Club (@WatfordFC) August 8, 2018
Watford’s commercial director Spencer Field said: “This is an important year for the club, as we strive to increase our global reach while continuing to make our fans proud by doing things differently in the Watford way. “We are thrilled to have found a partner, in MoPlay, that matches our ethos by looking to disrupt the betting industry by offering its customers a more engaging and enjoyable experience.”
Juergen Reutter, MoPlay chief executive, added: “Securing a shirt sleeve presence in the Premier League, so soon after our launch, is a true statement of intent for the MoPlay brand. We’re delighted to be partnering with Watford, a club on the up, and one we feel a genuine synergy with. “Since our first meeting with Watford’s representatives, we’ve been hugely impressed by the club, its authenticity and its ambition. Our objectives are fully aligned in terms of global expansion and offering enhanced experiences for a new generation of fans.”
Links:
MoPlay
https://www.youtube.com/channel/UCZrQNiXkOBT_1yaxu7dlOnA/featured
https://promo.moplay.co.uk/manchester-bet10-get20.html?cid=2018080817531345676598_01_0_0
Manchester United
https://www.manutd.kohler.com/
http://www.facebook.com/manchesterunited
http://www.instagram.com/manchesterun…
Watford FC
https://www.facebook.com/watfordfc/
https://www.instagram.com/watfordfcofficial/
https://www.snapchat.com/add/Watford_FC
