Prior to Salford City’s Playoff final victory over AFC Fylde, online sportsbook and casino LV BET was announced as the new prime sponsor of the National League.
InsiderSport spoke to the operator’s Head of Marketing, Lukasz Kieza about how the group plans to activate the sponsorship, as well why partnering with the league presents the perfect sponsorship opportunity as it seeks to build its UK footprint.
InsiderSport: Firstly, can you tell us more about why the National League presents perfect partnership for LV BET?
Lukasz Kieza: This is an exciting partnership for LV BET. As a first step to reaching a wide audience in the UK partnering with The National League gives us an opportunity to engage with all 68 across three leagues – National League, National League North and South.
With a significant following combining all of the 68 clubs, LV BET felt this was the perfect opportunity rather than sponsor one team in the football league.
Furthermore, to be able to have coverage at Wembley Stadium for the current National League promotion final was good for the brand. Next season, LV BET will be promoting responsible gaming and engaging digitally with all clubs in the National League showing products and promotions, as well as giving away tickets to matches.
InsiderSport: What type of activations can we expect to see as part of the partnership between LV BET and the league?
Lukasz Kieza: The launch plan went well with strong coverage at Wembley Stadium for the National League promotion final and next year many ideas are floating around.
One key piece of activation will be to engage with loyal fans from many teams across the league, hearing and capturing their passion for the team they follow.
Interviews will be captured with players and managers with a variety of fun challenges taking place. And using the live BT Sport matches as well.
InsiderSport: As a prime sponsor of the league, how do you plan on engaging the league’s loyal fanbase
Lukasz Kieza: Fans of National League teams are very loyal. We plan to capture this loyalty in video series. Plus via digital and social channels LV BET will engage and communicate with fans.
InsiderSport: How crucial can the National League’s fanbase and coverage on BT Sport be to LV BET’s entry into the UK market?
Lukasz Kieza: With National League growing every year and now with two new teams with a good fanbase in Notts County and Stockport County next season may well deliver the highest attendances in history. Plus with viewing figures also on the rise and LV BET having good broadcast coverage, the weekly awareness can help build the brand and obtain credibility and loyalty.
InsiderSport: Will there be any educational services offered to National League players because of the new deal?
Lukasz Kieza: We’re speaking with National League about how we execute our responsible gaming project as this may well involve players as well as fans.