Background: AC Milan approached East 21 Sports with the goal of securing a partner in the Casino category specifically for the Asian market. Given that casino sponsorships are not common in sports and AC Milan already had a sports betting partner, the challenge was significant.
Challenge: Navigating the complexities of the sponsorship landscape, we needed to identify a sports betting brand with a strong casino presence that could complement AC Milan’s existing partnerships without causing conflict. This required a nuanced understanding of both the Asian market and the unique requirements of AC Milan.
Solution: After extensive market research, we identified M88 Mansion, a brand well-known for its strong casino offerings and an existing sports betting business. M88 Mansion was actively seeking a partnership with a major European football club but required an affordable solution.
By positioning the partnership primarily as a Casino Partner, we were able to create a mutually beneficial arrangement. This strategic focus not only aligned with M88 Mansion’s goals but also enhanced their visibility in the Asian market.
Implementation: As part of the partnership, M88 Mansion launched an AC Milan branded online casino that was syndicated to their partners across Asia. Due to the sensitivity of online casino advertising, visibility was primarily delivered virtually to Asian audiences. This initiative included a revenue-sharing formula that provided AC Milan with a percentage of the casino revenues generated, ensuring a steady income stream for the club.
Results: The collaboration resulted in significant spillover effects for M88 Mansion’s sports betting business, leveraging the same brand identity. The partnership provided AC Milan with enhanced brand visibility in Asia, while M88 Mansion benefitted from the prestige associated with being linked to a historic club like AC Milan.
Conclusion: This partnership exemplifies East 21 Sports’ ability to navigate complex sponsorship landscapes, create innovative solutions, and deliver substantial value to both clients and partners. By aligning M88 Mansion’s casino ambitions with AC Milan’s prestigious brand, we set a new standard for casino sponsorships in the sports industry.
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