Held back for football jerseys and boxing gloves in the past, online casino sponsorships are treading into a new ground: Running. From marathon events to ultra runs, betting websites are dressing up with runners, but what does that mean for the sport?
Running has long been regarded as being one of the cleanest sports around; just a couple of shoes, a good warm-up and miles of asphalt or trails to run. No massive-name teams, no transfer fees of a million dollars, no blinding logos… at least that’s how it used to be.
Over the last few years, eagle-eyed spectators would have noticed a fresh crop of sponsors on singlets, race flags and water tents: Online casino operators. Yes, that same industry that has brought us spinning reels, high rollers and all-night poker has their eyes on marathon finish lines and trail running ridgelines. Why?
Let’s get into why and how online gambling brands are making a bid to sponsor the sport, and what it could mean for average runners like you and me.
The online casino platform angle: Selling more than just slot spins
One of the reasons that the sponsorship boom can catch runners by surprise is the sheer versatility of these platforms. They’re not all gaudy neon and jackpot tunes anymore. New online casino websites are inclined to serve as content hubs; blogs, guides and review sites intended to inform (and eventually convert) users.
Think, for example, of detailed sites that offer details about anything from free slots games to playing for real money. They are detailed about things like payment options, casino bonus information, VIP programs and lists of 10 dollar deposit casinos, for one to dip their toes in real-money play without becoming destitute. To your average curious runner, these pages look more like colorful review sites than traditional gambling websites.
Such a softer approach enables the gambling brands to position themselves more easily as “lifestyle” partners rather than hard-core betting companies. And in running, where brands selling $250 carbon-plated shoes are already selling high-performance lifestyles, the overlap is surprisingly easy.
A new type of sponsorship: Why gambling brands are looking to sponsor runners
Online casino platforms aren’t exactly short on exposure in sports. We’re used to seeing their logos plastered across soccer stadiums, darts tournaments, even eSports streams. But running? That one took some folks by surprise. So, why now?
Untapped audience potential
Runners don’t consist of just middle-aged businesswomen and men. They’re not grannies in bulk. They’re young professionals, pensioners, students and families. They’re ambitious, goal-oriented, typically financially responsible, brand-loyal to brands that welcome their passion. It’s a far cry from the red-misted betting dens of stereotypes. Online casinos have found runners are a greenfield market; digitally literate, typically competitive and ever more immune to sportsbook-style promotion.
Mass participation = Massive visibility
In contrast to closed-circuit competitions, public running events attract thousands of recreational participants and tens of thousands of spectators. Decorating a race bib background or mile marker entrance with a logo is exposed through selfies, race-day photos, live streams and post-run summaries blasted throughout social channels. That kind of grassroots promotion is marketing gold.
Alignment with personal challenges
These gaming companies are promoting themselves less as casino giants and more as “entertainment brands.” They’re trying to engage the idea of personal challenges, thrill, adrenaline and pushing your limits, something runners are too well aware of.
Real-world examples: Where online casinos are popping up
A lot of the biggest innovation in this space has flown under the radar, unless you were hanging out by the expo stalls at big-city events.
Marathon races sponsored by casino brands
In 2022, LeoVegas Group sponsored the 2022 La Valette Malta Marathon, which is an official race recognized by the Association of International Marathons (AIMS).
Single athlete sponsorships
Others have also individually contracted with online-based casino brands. Instead of the usual shoe or hydration endorsement, these athletes now occasionally endorse healthier gaming messages aside from delivering a report on their racing performance.
Niche events and ultra sponsorship
Trail and ultra running, generally counter-culture and fiercely grassroots, have not escaped it either. Some small-time casino operators have been quietly subsidizing endurance events, helping to cover costs like GPS tracking, aid station facilities and finish-line media for logo placement and naming rights.
Is this good or bad for running?
As with anything money and sport-related, opinions are divided.
The pros
- More money for events means better-organized races. Better medical tents, aid stations, route organization and prize money.
- Support for runners who all too often have sponsors difficult to find once out of the top-level Nike-Adidas-Asics bubble.
- Marketing for offbeat events, especially trail and ultras with small budgets.
The drawbacks
- Contrast with running’s health-oriented approach. Gambling and risk-taking addiction are not compatible with a sport premised on longevity and health.
- Normalizing dangerous behavior for impressionable young runners.
- Blurred lines: Promoting energy bars is one thing. Advertising blackjack is another.
Race directors say sponsorship flow is keeping events afloat after the pandemic, especially as rising costs threaten smaller community races. Others, though, believe the sport needs some definition on what kind of sponsors are and are not acceptable on race equipment and finish-line arches.
Are we running towards a new reality?
Whether you want it or not, online casino companies are shopping the world of running and for now, the sport seems willing to be courted.
Maybe it’s because the times are changing. With traditional sponsorship income plateauing, race directors and runners alike are eyeing deep-pockets businesses, even gambling, as a possibility. The problem is, where do we draw the line between economic survival and making running an earthy, wholesome sport?
