And Now A Word From Our Sponsor

Across the sporting world teams and companies look for sponsorship deals to either make them money or raise their profiles

Football Teams Gets Offbeat Sponsor

• SuperLenny takes an irreverent view of sportsbetting

• Challenges the bigger companies with different style

• German gambling laws allow gambling companies to sponsor teams

Sponsorship deals are always a bit of a tricky thing. Soccer teams around the world have come to rue making sound fiscal decisions that have had unfortunate knock-on effects in terms of appearance vis-a-vis their team’s kit. Around the world burly men have trooped onto the field resplendent in their team’s colors, ready to do battle for the honor of their side’s history and have it all somewhat ruined as the opposition snigger at the sponsors name emblazoned across their chests.

Mexican team Club America have had “Bimbo” written front and center on their shirts, which is mildly better than Scots team St. Johnstone who were sponsored by “Bonar”, Oxford United who were sponsored by “Wang” and the Danish national team who were, for quite a while, provided for fiscally by a company called “Dong”. Of course in modern sports one can not avoid sponsorship but the right fit has to be found to make it part of marketing campaign and so be of benefit to both entities.

With corporate giants Deutsche Telekom announcing it will be launching into online sportsbooks in Germany it shouldn’t surprise anyone that gambling sponsorships are on the increase. The announcement that Betit’s SuperLenny will be sponsoring Bundesliga newcomer SC Paderborn 07 for the 2014-15 season just another indication of the new wave of acceptance of gambling as entertainment that is slowly making inroads across Europe. SuperLenny is on the off-beat wing of sports betting but is much loved by its hoards of users.

“We are very pelased that our marketers have been able to conclude this cooperation.” said Martin Hornberger, General manager of the team, “It’s nice to know that we can now convince foreign companies that we provide a good advertising platform.” which is precisely what SuperLenny wants to raise its profile to newer more dizzying heights. SC Padaborn 07 face a tough season ahead and are perhaps gambling news of this new deal will bring them luck against FC Koln on Saturday.