Paddy Power has been announced as Arsenal’s betting partner for the UK, Ireland and Italy, reviving their previous commercial relationship.
The three-year deal covering Paddy’s three main European markets will offer Arsenal fans exclusive tailored betting offers, with the operator also given access to first-team players for marketing creative, as well as the club’s marketing database and hospitality facilities at the Emirates.
The partnership will run alongside Arsenal’s with Bodog for the Asian markets, and marks a reprisal of the betting partnership that existed prior to Arsenal signing up Swedish operator Betsson as its official betting partner in 2011.
Paddy Power’s eponymously named marketing spokesman Paddy Power, son of one of the three bookies that merged to form the company in 1988, said the operator was “really pleased” to be partnering with the North London club yet again.
Head of global partnerships Vinai Venkatesham said he was pleased to reignite the relationship with Paddy Power, adding the deal would ensure the club’s fans had “access to unique betting offers.”
It’s as yet unclear how the new deal will affect Arsenal’s official betting partnership with Betsson’s B2B arm - under which the latter operates the Gunners Gaming white label - which still has another year to run of its three-year term.
Paddy’s now operates three betting partnerships with three Premier League clubs, following the deals signed with Merseyside rivals Liverpool and Everton last year.
In other Paddy Power-related news, the bookie has also inked a six-figure sponsorship deal for the Mark Crossley Rock ‘N’ Roll Football Match Day Warm Up show on Absolute Radio.
The season-long deal will tie into Paddy’s ongoing Ball of Shame campaign, and will see listeners tweet in with nominations of bad player behaviour for the chance to win cash prizes. The operator will also make use of the radio station’s InStream advertising product, enabling ads to be better targeted towards particular demographics.
