Bohemians have unveiled online casino Mr Green as their official club sponsor ahead of the new season. It’s a deal that shows plenty of imagination in how the sponsor will become an integral part of the team’s image.
The initial idea sparked from the red and black kit with those colours synonymous with casino betting on roulette. They have gone a step further though by redesigning a new all green away kit and by having all the players sign up to wearing green boots for the season.
It has been a tough market for Airtricity League clubs to source sponsorship with the value of deals heading south towards low five figures. This is despite excellent television coverage and a loyal following among fans. The main problem has been seen as a lesser quality of action in the league though this was dispelled by the excellence of the Ford FAI Cup Final last season and of course every season begins with a new surge of optimism.
Betting and gaming brands have been a strong and visible presence across the Premier League and European Leagues in recent years and Irish based companies have been to the fore. Boylesports previously adorned the jerseys of Sunderland while Paddy Power have high value partnership deals in place with Arsenal, Manchester City and Everton, three of the top six clubs in the country.
Betbright is another with deals involving Wolves, Sheffield Wednesday and Aston Villa and was this week unveiled as a sponsor of a big series of horse races.
Mr Green does not offer traditional sports betting but has 700,000 registered customers across ten countries in the lucrative and fast developing online casino market. It is listed on the Swedish Stock Exchange.
“Bohemian FC is an entertaining, ambitious and innovative club – values that we share as a brand,” said Mr Green Country Manager for Ireland Gavin Flood. “So this sponsorship is a very important part of our brand building programme in Ireland.”
“As we work to realise our long term ambition of being the number one online Casino operator in Ireland, we feel it is important to put down strong roots through prominent partnerships such as this.
“This partnership clearly strengthens our position as one of the biggest and most recognisable clubs in Irish football,” added Bohs President Matt Devaney. “The scale and nature of the deal demonstrates Mr Green’s commitment not only to Bohemian FC, but also to the brand and Irish market as well.”
The deal was brokered by Fortitude Sports Management.
