Liverpool has signed its third betting partnership deal of 2012, with Turkish betting website Misli.com.
The deal with Misli.com, which bills itself as “Turkey’s legal games of chance platform”, will run alongside Liverpool’s other partnerships with Paddy Power for the UK, Ireland and Italy, and 188Bet for remaining international markets. The club recently invested in its website in order to allow geo-targeted deals and to accommodate multiple betting partners, aimed at bringing in more fees.
Liverpool recently participated in the Turkish version of reality TV show Soccer Prince – which included appearances from Kop legends Kevin Keegan, John Barnes and Ian Rush – with eventual winner Emin Altunay arriving at the club’s academy last week to begin a 12-month development programme.
Liverpool MD Ian Ayre said that Liverpool already had a “special connection” with Turkey since the club’s Champions League win in Istanbul in 2005, and that the Soccer Prince tie-up had “enhanced our profile in the country”.
Baris Telkin, the CEO of Misli.com said the deal showed its commitment to its 300,000 customers, and added that it hoped to also acquire new customers and “offer some really exciting activity linked to Liverpool Football Club.”
A host of European and online operators have signed betting partnership deals with English Premier League clubs this year. These include bwin with Manchester United, Paddy Power with Liverpool and Everton and Betfred with Spurs.
Such partnerships are seen by operators as a more cost-effective way of tapping into the global popularity of the EPL than higher-profile and more expensive shirt sponsorship deals. Four gambing brands are however in shirt deals with EPL teams – 32Red with Swansea, SBObet with West Ham, 12bet with Wigan, and Genting with Aston Villa.
Image by Ben Sutherland used under Creative Commons 2.0 licence.
Article written by Stephen Carter