As the Kontinental Hockey League (KHL) continues, Fonbet has restructured its approach to ‘cooperate with the league’, by placing a greater focus on supporting clubs and direct sponsorships. 

The partners recently extended the current contract for another four years, and Fonbet have decided to restructure its strategy to focus on supporting clubs and direct sponsorship in a more ‘targeted channel’.

Fonbet CMO, Alina Yakirevich, commented: “The world is still recovering from the effects of the pandemic. In Russia, COVID-19 restrictions are still in effect, and stadiums and arenas are not even at 50% capacity. Club revenues have dropped. 

“The KHL is one of our most important strategic partners. We thought for a long time about what else we can do to support the league and its clubs, and we came to a conclusion that will benefit everyone.”

Fonbet currently sponsors nine KHL clubs with the aim of increasing brand awareness, particularly in Russia where it remains an ‘extremely popular’ sport.

Yakirevich added: “Signing sponsorship agreements with KHL clubs is more than just brand placement on uniforms, billboards or the ice of home arenas. 

“It encompasses a huge volume of work we plan to carry out with each partner club. This includes both traditional entertainment events and socially significant events that Fonbet considers essential.”

The enterprise looks for its new approach to sponsorship to be expanded across further sports with football ‘next on the list’, as some of its current Russian Premier League (RPL) sponsors include CSKA and Rubin.

This week has seen Fonbet partner with Russian ice hockey team Salavat Yulaev in a further attempt to gain brand exposure.

This collaboration, labelled as the team’s ‘largest advertising contract’, means that over the next four years, the Fonbet logo will be shown on the Ufa teams’ kit as well as around the Ufa arena.

Previous articleNew appointment expected to lead Irish Greyhound Racing
Next articleEuroLeague expands UK viewership in FreeSports deal