Path opens for iGaming
Flutter-owned brand Sky Vegas’ “shrewd” partnership with Netflix for the victorious return of Tyson Fury to boxing in a double-headed live broadcast has revealed how iGaming firms are eying sponsorship in a new way.
dubbed “a landmark broadcast” by Netflix’s Marketing Director
In what was dubbed “a landmark broadcast” by Netflix’s Marketing Director Sam Behar, Fury’s unanimous decision against Arslanbek Makhmudov on Saturday at Tottenham Hotspur Stadium was seen by millions of households worldwide on the commercial streaming platform.
According to trade media, the shift to target essentially low-hanging fruit represents a change in the dynamic of commercial sports gambling sponsorships, while boosting the viability of sports broadcasting on Netflix.
With UK soccer broadcasting in a state of regulatory limbo, Netflix’s sponsorship of global superstar events like Saturday’s presents an opportunity for iGaming firms like Sky Vegas “to reach new audiences and gain significant global exposure.”
More in the pipeline
Another upcoming opportunity iGaming firms are eying is Jake Paul’s MVP Promotion’s maiden MMA event on May 16 that Netflix is streaming globally.
Paul, who also owns Betr, has lined up international MMA megastars Nate Diaz, Ronda Rousey, and Francis Ngannou, who like the Gypsy King before him, is making a long-awaited comeback in the summer showcase against Philipe Lins at the Intuit Dome in Inglewood, California.
Additionally, Ngannou, who is brand ambassador of Africa-focused Premier Bet, said fighters at the MMA event in May can showcase their own sponsors on their fightwear.
On the Ariel Helwani show recently, Ngannou confirmed the host’s question about a first for MMA and stated fighters are simply required to pre-submit the names of their sponsors, which gives iGaming firms even more scope for exposure on Netflix.
While Sky Bet sponsored the Fury bout, the brand’s iGaming platform is powered by Playtech, the studio behind bestselling slots such as John Wayne and the Sahara Riches series. Given that fighters can arrange their own sponsors at the upcoming Jake Paul event, the route has widened for iGaming firms to collaborate even deeper with athletes “and embrace creative content to engage players on various digital platforms” as Netflix drives the next stage of sports broadcasting.
Brand-maker
The power of Netflix to make a betting company an overnight sensation was evidenced recently by Louis Theroux’s Manosphere documentary in which the Rainbet brand went viral.
In addition, Netflix has been bankrolling gambling-inspired projects, such as greenlighting a new casino crime series to be produced by the director of “Squid Game,” and Martin Scorsese’s eight-part casino drama. The latter has upped the ante to the extent that celebrities are weighing-in with their casting suggestions.
