Chris Bird of 1xBet on ensuring responsible marketing for sports betting operators

(AsiaGameHub) –   Partnering with renowned sports organizations is a standard brand awareness tactic for sports betting and online casino operators seeking to acquire new customers.

1xBet, an international sports betting company holding over 35 local licenses, is an example of a firm that has leveraged alliances with some of the globe’s most famous sports entities to boost its international brand recognition.

The company is assembling a sponsorship portfolio that mirrors the scope and variety of international sport. From teams like FC Barcelona and Paris Saint-Germain to leagues such as LaLiga and Serie A, the emphasis has been on collaborations with significant sporting relevance and fan engagement. However, associating with such prominent brands and their devoted, frequently impressionable supporters carries a heightened degree of responsibility.

Why do operators sponsor major sporting brands?

Chris Bird, a media expert recently hired as a consultant for 1xBet, states that firms must view these collaborations as opportunities for reputation building alongside commercial gains.

“You cannot engage in a sponsorship of this nature with a sole focus on the financial benefits,” Bird stated.

“These alliances offer immense visibility and clout, which also introduces an obligation to safeguard the reputation of the sport, the sponsoring company, and the fans.

“Every action must be founded on doing the correct thing, in the proper manner, communicating transparently, and proving that sports sponsorships can be executed with genuine integrity.”

Bird possesses experience from both perspectives of the sponsorship dynamic. In addition to counseling operators like 1xBet and Betfred, he formerly held the position of Chief Operating Officer at Manchester City FC from 1999 to 2003.

In the time since, the connection between professional sports and the gambling industry has often been under scrutiny, frequently accompanied by critiques from advocacy groups who contend that betting firms have grown excessively prevalent in sports.

However, Bird observes that the merging of sport, entertainment, and betting mirrors an authentic demand from enthusiasts.

“It is undeniable that sport, entertainment, and wagering have become increasingly intertwined over the past twenty years,” he elaborated.

“The explanation for this is straightforward: a segment of sports fans likes to bet on match results.

“When you spend time among the fans, as I did during my years following and working for Manchester City and in football generally, you understand that for many supporters, it is simply a component of the matchday ritual.

“This convergence has occurred because the fan communities themselves have merged. Supporters desire thrill and involvement around the game, and betting companies have progressively provided that through more interactive and engaging methods.”

What does responsible gambling sponsorship look like?

Bird is collaborating extensively with 1xBet to advise the company on responsible gambling protocols and how these tenets should influence its sponsorship strategy.

His function, he clarified, focuses on preserving integrity within sports partnerships.

“My collaboration with them is essentially about guaranteeing that integrity is the core of every sports sponsorship,” he remarked.

“It involves posing the correct questions: Is this alliance suitable? Are the communications responsible? Are we safeguarding the audience while also promoting the brand?”

Bird’s viewpoint is also informed by his role as CEO of the Raheem Sterling Foundation, where he has backed programs that work with people and families impacted by addiction.

“That involvement provides a very tangible comprehension of the consequences when situations deteriorate. It underscores the importance of detecting potential issues early and, more critically, concentrating on prevention instead of remediation.”

Due to that experience, Bird is convinced that integrity must be the foundation of any venture he participates in.

“In my view, any partnership in this arena must be grounded in integrity and fundamental decency,” he continued. “My observation of 1xBet is of a company that treats player protection seriously and is considerate about integrating these principles into its marketing.”

He contends that education is pivotal to this methodology.

“Their philosophy acknowledges that education must be a top priority,” he said.

“If you visualize sponsorship as a pyramid, the commercial aspect may be at the peak, but the base must be integrity and protection.

“As you ascend that pyramid, all elements are linked. It is impossible to construct a robust commercial framework without a solid foundation of integrity supporting it.”

What is the future of gambling sponsorship in sport?

It is widely reported that the Premier League is implementing a voluntary prohibition on gambling sponsorships on the front of shirts starting next season.

Many anticipate these deals will transition to alternatives like perimeter advertising or training kit sponsorships, though these agreements are not expected to equal the monetary worth of shirt-front partnerships.

Although the shift may affect Premier League clubs, Bird thinks the repercussions could be more substantial for clubs lower in the football hierarchy.

“For clubs in lower divisions, from the Championship down to non-league, the scenario becomes far more complex,” he noted.

“If a club such as Accrington Stanley or Hyde United gets a sponsorship proposal from a betting firm and that revenue enables them to cover staff wages, support athletes, upgrade infrastructure, and fund grassroots football, that money can truly contribute to securing the club’s longevity.

“The ensuing question is, should they be obliged to reject that chance outright?”

Bird is of the opinion that complete prohibitions might not always be the most efficient method for fan protection.

“There remains a role in sports for credible betting companies that function responsibly and ethically,” he concluded.

“However, those companies need to show they are committed to education, player safety, and a duty of care. If these principles are firmly established, then betting sponsorships can continue to have a place in sports in a manner that is both responsible and sustainable.”