32Red -Director of Brand & Acquisition Gerry Murray – Maximising the reach of brand ambassadors

first_img Submit Wayne Rooney speaks from experience to support 32Red’s ‘Know Your Limits’ campaign April 8, 2020 StumbleUpon Related Articles Rooney links with 32Red for ‘Stay In Control’ series January 2, 2020 32Red brands reports of educational data breach as “untrue and unfounded” January 20, 2020 Share Share Brand ambassadors and sponsorship deals are regularly used by betting operators as a key marketing strategy. However, maximising the reach of these deals is a conundrum that many are still yet to fully solve.With the recent acquisition of Carl Frampton, online casino and betting operator 32Red strengthened its already extensive portfolio of brand ambassadors, in the process affirming its strong partnership with one of the sport’s most decorated promoters, Frank Warren.  As a brand ambassador for 32Red, the featherweight fighter joins elite company alongside renowned jockeys Jamie Spencer, Paddy Brennan and Bryan Cooper, as well as his domestic boxing rival Josh Warrington.  Director of Brand & Acquisition at 32Red Gerry Murray underlined that in Frampton and Warrington 32Red have been “fortunate enough to align the brand with two successful boxers who have the unique ability to generate a loyal and passionate following, as well as having right mix of genuine talent which means they’ll be competing in meaningful fights and therefore give the brand the exposure that those events bring about.”The partnership between Warrington and 32Red is a natural one given that Warrington is very closely linked to the Leeds United fan-base, who are also partners with 32Red, added to that  both boxers are promoted by Frank Warren, whose events on BT Sport are sponsored by the online operator. Detailing further why both Frampton and Warrington  fit well with 32Red’s wider sponsorship portfolio and strategy, Murray credited both sportsmen with possessing “engaging personalities” which he stated reflects the brand in a “positive way.”Murray also described how 32Red ensures that its portfolio of sponsorship deals are utilised to the full potential, lauding athletes from boxing and racing in the process: “Currently, the two areas where we have individual endorsement deals are racing and boxing and fortunately these are two sports where those involved are happy to work with sponsors collaboratively. “That’s certainly the case with the jockeys and boxers we work with. As long as we’re sensitive to the fact that their ‘day job’ takes precedence, then we rarely struggle to get access for the production of content or sponsored events.“We also make a conscious decision to plan on securing deals in sports we believe provide the right audience and platform for us and then we stick with these. We’ve done that over a number of years with racing sponsorships, our football club sponsorships have been multi-season agreements and more recently we’ve replicated that with boxing. By agreeing longer term partnerships we can dedicate budget and resource to these partnerships and try and build a consistent association with the property over time. We’ve generally found that this approach is far more effective than one off, ad hoc event deals.”32Red’s sponsorship deals also extend into the sport of football, as prime sponsors of Rangers FC, Leeds United FC and Swansea City FC. Murray explained why 32Red specifically chose these clubs to associate with: “There’s a number of reasons these club sponsorships work well for us. First and foremost, 32Red is primarily a casino focused brand and football offers the highest volume opportunity to reach an audience who over-index for the likelihood to play casino games.“Secondly, all the teams we’ve worked with have a significant fanbase which clearly gives us a great platform to build on. This naturally means regular televised games, high matchday attendances and a large and active social following. All ticks when we’re looking at partnerships in football or any sport.“We’ve then tried to be focused on securing deals with teams who have the ability to dominate their local and regional sports media – this means that we’ll naturally pick up a significant amount of branding across TV, Print and digital all year round. 32Red rarely go a day without appearing on the back page of the Scottish papers or The Yorkshire Evening Post as a result of the Leeds and Rangers deals and that wasn’t a fluke.“Effective measurement of sponsorships is always a discussion point, but by getting those elements right, we’ve seen growth in the regional areas around our sponsorships outstrip UK growth overall, so we’re confident in the impact this is having on the business.”Murray then went onto emphasise how 32Red maximises the benefits of being a prime sponsor for football clubs with such ardent supporters: “It’s got to be about trying to strike the right balance between delivering your commercial objectives and appreciating the emotional link the fans have with the club you’re sponsoring. “We obviously want Leeds fans to open an account with 32Red, but rather than just bombard their database with standard offers, we try and tailor those to ensure they’re relevant to the fanbase and also rotate them with less overtly ‘direct response’ content. When we do run a promotion to their fans, we want them to be open to hearing what we have to say, as opposed to sick of the sight of the same old  ‘sign-up now’ message.“I think Leeds is a good example of how we’ve made that work. You may have noticed the 32Red logo isn’t in red on the Leeds shirts due to their rivalry with Man United. That wasn’t a lightly taken decision, but it got us off on the right foot. Supporting Josh Warrington, who has a huge following from Leeds fans was also important. While it worked strategically for us, it also showed we were looking to develop a proper relationship with sports fans in Leeds and opened up a lot of content opportunities – particularly with the potential of a Word Title fight at Elland Road for Josh in 2018.”As prime partner of Rangers, 32Red also takes great pride in sponsoring ‘The Big Sleep Out’ an initiative that Rangers Charity Foundation and the fans all show tremendous support for, Murray expressed that: “We receive a positive benefit on the business from an association with the club and therefore it’s only appropriate that when we’re asked to help support an initiative for a great cause, that we step up and do our bit where we can. I wouldn’t however see this as ‘part of our sponsorship’, this is just a natural consequence of having a positive relationship with Rangers and their fans.”last_img read more

Internet of Things: Drop in Sensor Costs Drive IoT as a new Mega-Trend

first_imgSensors alone had a market size of $9.6 billion in 2018 and are expected to grow to $34.4 billion in 2024, according to Analytical Research Cognizance. One major factor driving the growth in number of connections is that the cost of IoT sensors has been rapidly dropping. A Microsoft report estimates that the number of IoT connections will grow into the many billions over the coming years. Carrie MacGillivray, vice president at IDC, said that “adoption of IoT is happening across industries, in governments, and in consumers’ daily lives. We are increasingly observing how data generated by connected devices is helping businesses run more efficiently, gain insight into business processes, and make real-time decisions.” Source: Microsoft’s 2019 Manufacturing Trends Reportcenter_img Global spending on the Internet of Things (IoT) is expected to reach $745 billion this year and to go beyond $1 trillion by 2022, according to IDC. In a report on IoT as the next global mega-trend, a Goldman Sachs report said “the global industrial sector is poised to undergo a fundamental structural change akin to the industrial revolution as we usher in the IoT. Equipment is becoming more digitized and more connected, establishing networks between machines, humans, and the Internet, leading to the creation of new ecosystems that enable higher productivity, better energy efficiency, and higher profitability. The IoT has the potential to impact everything from new product opportunities, to shop floor optimization, to factory worker efficiency gains that will power top-line and bottom-line gains.” Source: Microsoft’s 2019 Manufacturing Trends Reportlast_img read more

Research Is Not Prospecting – Episode 143

first_imgIf research were prospecting, you could research all day and have appointments to show for it. Research is necessary but not sufficient for creating new opportunities.last_img

South African Kevin Anderson advances to US Open final

first_imgSports Related Videospowered by AdSparcRead Next FEATURED STORIESSPORTSSEA Games: Biñan football stadium stands out in preparedness, completionSPORTSPrivate companies step in to help SEA Games hostingSPORTSBoxers Pacquiao, Petecio torchbearers for SEA Games opening Ethel Booba on hotel’s clarification that ‘kikiam’ is ‘chicken sausage’: ‘Kung di pa pansinin, baka isipin nila ok lang’ UAAP gets going Trump signs bills in support of Hong Kong protesters Robredo: True leaders perform well despite having ‘uninspiring’ boss PLAY LIST 02:49Robredo: True leaders perform well despite having ‘uninspiring’ boss02:42PH underwater hockey team aims to make waves in SEA Games01:44Philippines marks anniversary of massacre with calls for justice01:19Fire erupts in Barangay Tatalon in Quezon City01:07Trump talks impeachment while meeting NCAA athletes02:49World-class track facilities installed at NCC for SEA Games Celebrity chef Gary Rhodes dies at 59 with wife by his side Don’t miss out on the latest news and information. LATEST STORIES Robredo should’ve resigned as drug czar after lack of trust issue – Panelo Hotel says PH coach apologized for ‘kikiam for breakfast’ claim Lacson: SEA Games fund put in foundation like ‘Napoles case’ NATO’s aging eye in the sky to get a last overhaul Celebrity chef Gary Rhodes dies at 59 with wife by his side MOST READ View comments Kevin Anderson, of South Africa, returns a shot from Pablo Carreno Busta, of Spain, during the semifinals of the U.S. Open tennis tournament, Friday, Sept. 8, 2017, in New York. (AP Photo/Andres Kudacki)South African tennis player Kevin Anderson advanced to his first Grand Slam final on Friday after beating Spanish 12th seed Pablo Carreno Busta 4-6, 7-5, 6-3, 6-4.Anderson, seeded 28th, will play for the $3.7 million (3.07 million euros) top prize this Sunday at the Arthur Ashe Stadium against the later winner between world number one Rafael Nadal of Spain and Argentina’s 24th-seeded Juan Martin del Potro. KGAADVERTISEMENTlast_img read more

Paul George Makes The Thunder Contenders Again

Doug McDermott15.0-0.6-2.7 Nick Collison4.0-3.10.7 Paul George is headed to Oklahoma City, according to ESPN’s Ramona Shelburne, and the Thunder may be back to being title contenders — or at least in the mix to be the West’s second-best team behind Golden State.Just hours before the NBA’s free agency period begins, the Indiana Pacers have traded George to the Thunder for former No. 2 overall pick Victor Oladipo and rising sophomore Domantas Sabonis. Oklahoma City had acquired Oladipo and the draft pick that became Sabonis from Orlando in a trade for Serge Ibaka last offseason.George is a free agent after this coming season, and it’s believed that he has not agreed to sign a contract extension. The assumption around the league has been that the Lakers are his preferred long-term destination, which is a large part of why the Pacers couldn’t even secure a draft pick for their outgoing star. So this is certainly a calculated risk for OKC, but MVP Russell Westbrook can also become a free agent after the 2017-18 season thanks to a player-option. And while he hasn’t been as forthright as George, his hometown Lakers have long been a rumored destination for him as well. So the Thunder are on the clock to sell themselves as a place where Westbrook can contend, or alternatively, to take their last, best shot at winning a title while they still have him. The George trade should accomplish both.According to FiveThirtyEight’s CARMELO projection system, adding George to the Thunder and subtracting Oladipo and Sabonis should put the team at 51 wins: Paul George35.02.40.4 Alex Abrines15.00.0-1.8 Norris Cole5.0-1.8-1.4 Russell Westbrook35.07.60.7 The Thunder are backCARMELO projections for the 2017-18 Oklahoma City Thunder Steven Adams30.0-0.62.0 PLAYERMIN. PER GAMEOFF. PLUS/MINUSDEF. PLUS/MINUS Kyle Singler10.0-2.5-0.3 Enes Kanter25.00.5-1.2 Semaj Christon5.0-3.0-1.5 Jerami Grant20.0-2.00.1 The top-5 of Westbrook, George, Enes Kanter, Steven Adams and Andre Roberson are worth 53 wins all on their own. But CARMELO thinks so little of the Thunder bench that the rest of the roster is worth -2 wins. That bench was bad this past season, but young players like Alex Abrines and Doug McDermott may improve with an additional season with the team, and this season’s first-round draft pick Terrance Ferguson has potential as a spot-up shooter on the wing, which the team desperately needed last season. Still, with Taj Gibson likely leaving in free agency, the Thunder will be thin. But while their projection doesn’t put the team nearly at the level of the Golden State Warriors, or even the newly minted Chris Paul Houston Rockets, acquiring George should have an outsize effect on the Thunder.It’s hard to overstate how perfect a fit this is for Oklahoma City. George isn’t Kevin Durant — he doesn’t rebound as well, and isn’t quite the playmaker that Durant can be when called upon — but he replaces a lot of what the former MVP took with him when he departed for Golden State. The most obvious way he helps is by giving Westbrook a legitimate partner in the offense. George is a very good shooter: He shot 39.3 percent from 3 last season, and has floated between 36 and 40 percent the past several years despite taking some of the most difficult shots in the league. George shouldn’t have to take on the world quite the same way in Oklahoma City.George may actually end up fitting slightly better with Westbrook than Durant did — in practice if not in terms of absolute skill. Durant dominated the ball late in games for the Thunder; Westbrook would defer, often to a fault. This left Westbrook, an average at best shooter, on the perimeter, largely wasted. With George new to OKC, where Westbrook is the reigning MVP and undisputed team leader, the Thunder should be able to default to more sensible sets in crucial moments, with the ball in Westbrook’s hands but George actively involved.That said, George’s ability to get his own shot should also be key for the Thunder. In the team’s first-round loss to the Houston Rockets, the bench units led by Oladipo were overwhelmed, often unable even to get a shot without their star. In Game 5 of that series, Westbrook played 42 minutes, scored 47 points and had a plus-minus of +12. The Thunder lost by six. George can be streaky, but his ability to carry an offense means the Thunder can survive spells without Westbrook.But it’s George’s defensive ability and versatility that may unlock the Thunder’s potential. Oklahoma City had been constructed with a lopsided allotment of talents. They had more than enough rebounders and interior defenders, but few perimeter scorers or players who could perform the basic three-and-D role so crucial to successful teams. George is one of the best three-and-D players in the league, good enough to compensate for limited defensive players around him when the Thunder need offense.Lineups featuring both George and Andre Roberson — a converted power forward who plays shooting guard for the Thunder despite being one of the worst shooters in the league — would seem to not only cover Westbrook’s defensive shortcomings, but possibly those of other players, such as Abrines or Kanter. Roberson is restricted free agent and reportedly declined a four-year, $48 million extension last fall, so he may be too expensive to re-sign, but given the Thunder’s lack of depth they may not have much choice. (And in a twist, George actually earns less than Oladipo this season, giving the Thunder a little extra breathing room under the luxury tax.) Giving Roberson’s projected minutes to Abrines results in the team’s CARMELO rating dropping from 51 wins to 47.The Thunder were a deeply but narrowly flawed team last season. That happens when a Kevin Durant-sized hole is left in the depth chart. Paul George may not fill the whole thing, and he may not do it for very long, but for as long as he and Westbrook are in town, the Thunder are back. Team total3.70.6 Replacement level player11-1.7-0.3 Thunder’s projected record50.831.2 WINSLOSSES Terrance Ferguson5.0-1.6-0.1 Andre Roberson25.0-1.21.8 read more