The sponsorship will see Betfair supporting the Sun Originals shows ‘Tactics Exposed’ and ‘Weekend Wager’ for the remaining 12 weeks of the football season.
Sun Originals is The Sun’s new video commissioning stream, which sees the brand producing innovative, premium video programming for its website and third party channels. Sun Originals is part of a bold, new video-focussed strategy to engage new audiences, putting video at the heart of The Sun’s journalism.
‘Weekend Wager’ is hosted by Sun journalist Will Pugh and uses in-depth stats and cutting-edge analysis to unearth the best value bets from the upcoming sporting weekend. The ‘Tactics Exposed’ series focuses on detailed analysis of the latest football matches. The two shows have already racked up more than [11 million views] with 12 weeks of the season left to run.
The Betfair sponsorship will see the brand incorporated into the shows’ title sequences and advertising boards as well as on-air during the shows themselves. In addition, Betfair’s experts will contribute to discussions in Weekend Wager around betting strategies.
Owen Griffiths, commercial revenue director for The Sun, said: “This deal is a real validation of our new video strategy. Sun Originals is about creating premium, innovative video formats that engage our audiences and Betfair have recognised the value of that approach.
“‘Tactics Exposed’ and ‘Weekend Wager’ give our readers a way to engage with the expertise of our journalists and other pundits through new channels, connecting them more deeply and for longer periods with our brand. The creative, integrated sponsorship options that we can offer Betfair and others in this inventory make them a powerful media opportunity.”
Sam Rosbottom, Betfair spokesperson and senior PR manager, said: “The Sun is a vital destination for millions of sports fans and the new Sun Originals video commissioning stream offers them an even wider range of options to engage with the brand. ‘Weekend Wager’ and ‘Tactics Exposed’ give viewers deeper analysis of and insight into the sports they love and we know that our users are always looking for that competitive edge.
“The creative ways that The Sun can integrate our brand and our experts into the content mean that we can become a central part of the shows’ experiences for viewers. That is key for our brand and makes this deal a valuable opportunity for us.”
