Client Overview: 188BET is a well-established leader in the Asian betting market, recognized for its innovation. They aimed to elevate their brand profile, standing out in a crowded market and aligning with premium global brands like Rolex and Emirates.
The Challenge: With numerous betting brands competing for attention, 188BET wanted to distinguish itself by being seen as a premium entity. The challenge was to align their brand with high-status, globally recognized brands while navigating the sensitive regulatory environment of sports betting.
East 21 Sports’ Approach: We identified Formula One as the perfect partner to help 188BET achieve its objectives. Given our deep understanding of the Asian betting markets and our strong network within the sports rights industry, we proposed the first-ever Formula One sports betting partnership. The deal involved working with Formula One Management Limited (FOML), ISG, the rights holder, and other key stakeholders. This was a groundbreaking effort, as FOML had never engaged with a betting brand before, adding complexity and sensitivity to the deal structure.
Implementation: East 21 Sports collaborated with FOML, ISG, regional broadcast partners, and other stakeholders to ensure all interests were aligned. We structured a multi-year regional partnership that allowed 188BET to benefit from virtual branding in Asia during every F1 race. Additionally, 188BET gained rights to use Formula One’s IP and imagery, hospitality at key races, and the ability to create engaging promotions and new online games tied to the sport.
Conclusion: This partnership marked a historic moment for Formula One, ISG, and 188BET, establishing new standards for innovation in sports sponsorships within the betting sector. The collaboration not only enhanced 188BET’s brand profile but also demonstrated East 21 Sports’ ability to navigate complex, sensitive deals in the sports industry.
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