Place a bet and help a team at the same time
UK Football League sponsor Sky Bet is differentiating itself in the fiercely competitive odds-led online gambling market by launching a campaign that allows punters to help fund their favourite team when placing a bet.
The campaign will be publicised by extensive television and other advertising designed to highlight punters' ability to fund their team when they place bets, reports Marketing Week.
Customers are asked to name their team when they open an account. The donation is then taken automatically from every bet they place.
Sky Bet hopes that the added dynamic of being able to help a favoured team whilst making a bet will attract more online gamblers.
Sky Bet replaced npower as the Football League sponsor last year. However, the tie-up was agreed close to the start of the season, leaving the firm with little time to create a campaign that showcased the feature across the league's 72 member clubs.
The M&C Saatchi sport and entertainment-created campaign launches ahead of the 2014/15 season in August, when it will also reveal the exact amount donated to teams. Sky Bet executives are currently negotiating the fee with Football League bosses.
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