EFBET LEAGUE

Expertises: Brand Communications, Sports Marketing, Growth Strategy, Art Direction
Services: Online Advertising, Brand Strategy, Partnerships


efbet – Sponsorships
July 2019

/ 01

INTRO

 The summer of 2019 was definitely a pretty dynamic one. There were only a few weeks left before the start of the new football season in Bulgaria, when one fine morning I found out that I had to meet the Bulgarian Football Union President Borislav Mihailov to discuss the details around the contract where efbet would become the main sponsor of the championship.


I had less than two hours to fine tune the list of all the requirements on our side for this mega deal which main points were already agreed upon in the preliminary discussions between the BFU and our CEO. After a quick research of records on other collaborations between betting companies and football championships, with a long list in hand, I presented myself at the BFU head office, where together with the President of the BFU and lawyers from Bulgarian NOVA TV channel, the latter holding the championship broadcasting rights, we started the negotiations around the championship branding, which for the three consecutive years was to be named efbet League.

emil-kanev-efbet-liga
/ 02

THE CHALLENGE

 If you are thinking that creating a Football Championship logo concept, which is destined to reach millions of people, takes some time, it’s good you’re not in our web designer’s shoes, who received my briefing on Friday morning and the task was due by Monday afternoon, when we actually needed to be done filling in the patent application!


Well, after only a few adjustments, we managed to come up with one, I must say, pretty nice looking logo, which I presented to the public the following morning at a press conference with BFU and NOVA TV.

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4-efbet-liga-diema-live
6-efbet-liga-ludogorets-arena
/ 03

THE STRATEGY

We had about 10 days in front of us to brand 14 stadiums, the TV opening videos before each match, TV studios, press banners, as well as to organize the entire campaign in order to show to the football community the look of the new league. #NewBeginning was indeed the motto we used to launch the new partnership.

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8-efbet-liga-bonus-3-500-leva
/ 04

THE CAMPAIGN

So far, so good! But what was actually the benefit for the average viewer, except the fact that they would enjoy a better looking logo compared to the previous one, during the entire year? It was required that with the new name of the league, we could offer people additional prizes, which would even deeply engage them in the efbet League family.


Thus, our campaign grew up to be entitled “BGN 3×500 after each round of efbet League”. By organizing a lottery played among all who participated in at least 2 championship games on our website, three winners were selected after each round, receiving 500 BGN (250 EUR), each in the form of Free Bet.
Together with our partners at Gong.bg (almost 1M. unique monthly visitors), we created a co-branding of the “goal of the round” section, where the winners were receiving more prizes. We created a page with the rules and all the winners, and the raffle was broadcasted live on Facebook.

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11-efbet-liga-3x500-sportal
/ 05

THE RESULT

The result of the campaign was measured by the increased engagement with the new brand after all the media branded with efbet League all related articles, TV reports and everything related to Bulgarian football. The measurable results, such as football play bets on Bulgarian matches, compared to the same period of the previous year were also incredibly good. From an aesthetic point of view, we created a pleasant and modern brand appearance, suitable to the championship of the Old Continent.

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/ 06

THE NUMBERS

+61%

NEW REGISTRATIONS COMPARED TO PREVIOUS YEAR

+32%

NEW REGISTRATIONS COMPARED TO PREVIOUS PERIOD

2.1X

MORE DEPOSITS PLACED DURING CAMPAIGN

87%

INCREASE IN BETS PLACED DURING CAMPAIGN

5.8M

TV REACH

7.9M

SOCIAL MEDIA REACH

+170%

Awarenes accros TV and Social Media

COVID EDITION CAMPAIGN