188BET Secures Partnership with WTT
Asian online gambling and sports betting company 188BET has further strengthened its grip on the UK market, following the conclusion of a deal that will see it partner with the WTT (World Table Tennis).
The terms of the deal mean that the sports betting firm will be the official international betting partner of the inaugural WTT Champions event.
We are pleased to be partnering with World Table Tennis in the upcoming WTT Champions European Summer Series. Being the industry first in Asia to be partnering with World Table Tennis, we look forward for a successful event for our Asia audiences.
Meanwhile, Raphael Chen, WTT’s Head of Partnerships Sales in Asia-Pacific, added: “We are delighted to be partnering with 188BET.“
This is a partnership with several ‘firsts’ – the first WTT Champions event and WTT’s first online gaming partner. We look forward to a fruitful and innovative partnership with this reputable company.
188BET Further Cementing Its Grip in the UK
This new deal will see 188BET increase its presence across the UK market, and the advertising opportunities that can come from this will be significant. Being the official sponsor of the event can, of course, lead to some innovative branding while also giving the firm a chance to further re-evaluate its wider strategy.
Over the years, table tennis has become more and more popular in the UK, and with 188BET being an Asian company, there is no doubt that the sport is one of the biggest on the continent, so there is certainly a lot of symmetry there.
In terms of betting opportunities, the new sponsorship deal will provide 188BET the chance to increase its relationship with the UK market and educate it about the possibilities of betting on table tennis.
The specific events that the betting firm will sponsor include the WTT Champions, individual men’s and women’s events, which are the ‘premier events’ of the WTT, featuring the world’s best 32 players.
Because this is a new event and with 188BET wanting to further expand into the UK market, it means that there are endless possibilities for the profile of the sport to be raised, especially from a promotional betting perspective, with things like boosted odds being available.
Paving the Way for Further Partnerships?
The last few years has seen the firm make experimental strides in the corporate sponsorship world. Last year saw it really step up its game when it increased its deal with Liverpool FC, taking more of an active role, having been tentatively involved with the club since 2009.
It was one of the first few Asian betting companies to secure a Premier League club as a partner, which is really a testimony to how much the firm has grown over the last decade.
While 188BET still considerably lingers behind some of the bigger sportsbooks in the UK market, further strategic sponsorships could well see it enhance its reputation, especially if it was able to land another, albeit marginal, sporting event.
One segment of the UK market where it may have some luck could well be in the second tier of English football. This certainly has the target market to further help raise its profile in England, while at the same time, the deals would have more of a cost benefit.
It is a similar approach to the one that Swedish company 32Red took when it was seeking to gain a strong foothold on the UK market and one that turned out to be effective.
For 188BET, this tactic of diversification may just serve the company well, having also recently become the Formula 1 partner for all Asian events as well.