For many years, rugby has been perceived as a sport in which tenacity, toughness, and teamwork play significant roles. This is the opposite of what online casinos and gambling are associated with – relaxation, entertainment, and, in many cases, individualism.
This unlikely pairing has raised some eyebrows and led to some controversy. Still, the parties involved can confirm that it has also opened up new avenues of revenue and sponsorship opportunities for big and small rugby teams and the best gambling sites.
The Rise of Online Casino and Rugby Partnerships
In the last decade or so, several rugby teams and associations from across the planet have entered into partnerships with online casinos. Interestingly, some of these are established casino sites, while others are trying to stand out. In other words, every gambling site can benefit from this cooperation with the right strategy.
These partnerships usually involve the casino company becoming a sponsor of the rugby team, with the team displaying the casino's logo on their jerseys, advertising their products on their websites, and promoting the brand on social media networks.
One of the most high-profile examples of this trend is the partnership between Ladbrokes and the Rugby League Four Nations. So, the 2016 Rugby League Four Nations was sponsored by Ladbrokes. In fact, it was known as the 2016 Ladbrokes Four Nations for sponsorship purposes.
Another example is the deal between Betsafe and the Saracens Rugby Club. They have won the European Rugby Champions Cup, and Betsafe became their leading sponsorship partner. Of course, the casino's logo was placed on the away and home shirts of the team.
It's not just regular clubs that take advantage of these sponsorships. In 2021, the South African national rugby team signed a new partnership with Betway. Like in many other cases, the deal will last for three years. We have dozens of other examples like this from the past decade.
The growing bond between these sectors is unsurprising because such partnerships have proven to be mutually beneficial for the rugby teams and the casino sites. Rugby teams have been able to secure significant financial support, which helps them cover their operational costs. This is very important because rugby is a popular sport, but the expenses these teams have often can't be covered by selling fan merchandise and tickets. On the other hand, online casinos have been able to increase their brand exposure to a new and diverse audience.
Critics have raised concerns about the ethics of such partnerships. We had seen these dilemmas when online casinos and sportsbooks started sponsoring teams in more popular sports like football. So, the critics argue that they promote gambling to young fans and potentially vulnerable groups. Still, the rugby teams involved in these deals have taken decisive steps to address these concerns by highlighting the importance of responsible gambling and ensuring their advertising does not target minors.
Rugby and Online Casinos: Can (and Should) They Work?
For many people, the partnerships between online casinos and rugby look like an unlikely fit. As we said in the intro, rugby is a sport that is often associated with traditional values, including fair play and sportsmanship. Online casinos are definitely not part of the traditional values the fans are interested in. They also rely on modern technology and innovation, which you cannot expect from a rugby game.
Still, more than one factor makes online casinos and rugby a natural duo. For starters, rugby is a sport widely enjoyed by people from different levels of society. They are united in their passion for sporting events. Rugby enthusiasts are also known for being loyal, which makes them a good target audience for online casinos.
Next, online casinos and rugby share a commitment to fairness and integrity. Both activities adhere to strict codes of conduct whose objective is to ensure that their operations are transparent and fair. This shared commitment to these values has helped to build trust between the two industries.
Lastly, rugby and online casinos are focused on supporting local communities. Many rugby teams are deeply embedded in their local communities and often work closely with local businesses and charities to help those around them. Online casinos work similarly by supporting local events and charities. In many cases, they employ people from the area where they operate.
What Can We Expect in the Future?
Undoubtedly, online casinos and rugby teams/leagues will continue to forge strong partnerships. We will definitely see more of these collaborations soon. By continuing to focus on ethics and responsibilities, they will make these deals stronger.
Rugby teams must ensure that their connections with online casinos don't promote gambling to minors and contribute to match-fixing. Also, online casinos must be transparent about their operations.
