Logan Sports Marketing

Case Study: 188 BET | Newcastle Falcons Sponsorship

Objectives

• Expand 188BET’s extensive sports sponsorship portfolio into the North East region

Strategy

• Focus on a sponsorship property that delivers widespread regional brand coverage and the opportunity to build customer acquisitions in a new market

Implementation

• Logan Sports Marketing (LSM) used their contacts within sport to identify a great opportunity with Newcastle Falcons
• Rights fees and contract negotiations were carefully handled by LSM to deliver the required objectives within budget
• LSM implemented the sponsorship rights package with Newcastle Falcons against an extremely tight time limit before the season launch
• LSM wrote an activation plan and worked with 188BET to increase consumer awareness of the brand and drive Falcons supporters to register with 188BET.com

Evaluation & results

• Widespread brand coverage of the shirt logo in local and national print media
• Excellent exposure to the rugby market through ESPN, SKY and ITV4

Note – Full evaluation figures are not available until Summer 2011