OLBG Redefines Sports Partnerships: Beyond Brand Visibility

Richard Moffat, CEO of OLBG, asserts that effective sports partnerships must offer more than brand visibility. In his view, these associations are part of OLBG's strategy to evolve from a trusted betting community to a sports-focused entertainment brand. Moffat prioritizes collaborations that engage fans in the experience, betting on exclusive content, behind-the-scenes access, and live events designed to increase the participation of British sports bettors.

OLBG Sports Partnerships: Focus on Content and Narratives

OLBG's current direction favors agreements that invite users to actively engage. Moffat highlights several recent examples:

• Partnership with Dorking Wanderers, presented as a long-term commitment and a narrative around the club's goal: promotion to League Two.
• Collaboration with Harry Derham Racing, extending to products and experiences designed for the horse racing audience, such as a free newsletter and the option to acquire shares for £95 in a horse, and even syndication options for between 1% and 5% of a ride.
• Content project alongside The Jeff Stelling Show, which has achieved "millions of views on social media and YouTube," according to Moffat.

“We prefer agreements that involve people in the story, not just asking them to watch it,” Moffat stated about the philosophy behind these partnerships.

Success Stories: From Narrative to Engagement

In the deal with Dorking Wanderers, OLBG proposes a collaboration based on developing the story and tracking the club's journey, rather than just simple advertising impressions. For Harry Derham Racing, the offering goes beyond traditional brand presence, including tangible benefits for the community such as newsletters and direct shares — this year, five horses branded OLBG are in training at the yard.

The example of The Jeff Stelling Show reinforces the focus on content with measurable impact. OLBG reports that the collaboration has generated millions of views, enhancing brand awareness on YouTube and social media. No investment data or detailed metrics beyond reach are disclosed.

Towards In-Person Experiences and Content Co-Creation

OLBG has announced the development of a new program with Marc White, founder, owner, and coach of Dorking Wanderers. This production seeks to capitalize on the learnings from its partnership with The Jeff Stelling Show, incorporating narrative elements and first-person access to cement the relationship between the brand and the club's audience.

The proposal includes offering the community opportunities for physical and digital interaction. Both horse racing syndication options and live events are presented as avenues to strengthen connections with fans, an approach that responds to recent trends at the convergence of betting and sports entertainment in the UK.

Depth and Authenticity in Sponsorship Portfolio

Moffat rejects the strategy of expanding by volume of sponsors and prefers to build "the right portfolio." The key factor, he argues, is to seek depth and authenticity in partnerships, prioritizing sustained relationships and real community involvement over the size or quantity of agreements.

OLBG continues to position itself as a relevant player in the fusion of betting, media, and in-person experiences, aligning with the priority of direct engagement, a trend also observed among other operators and platforms in the industry. The company's immediate future seems geared towards enhancing "story-driven" collaborations and solid profiles rather than mass-market and generic bets.