by Renee Israel
Bet-at-home.com and Kentaro have entered into an agreement
which sees Bet-at-home.com using LED advertising at all five qualifying away
games of the German soccer team's 2014 FIFA World Cup campaign.
Bet-at-home.com is an online sports book, which is a subsidiary of the
popular online betting portal BetClic Everest. Kentaro is a global sports
marketing agency and is the marketing partner of all of Germany's qualifying
group opponents, which are Sweden, Republic of Ireland, Austria, Kazakhstan and
the Faroe Islands.
First Sponsorship Opportunity with Kentaro
The German team's qualifying matches will be viewed live by millions of fans
through free-to-air broadcasters like ARD and ZDF. Bet-at-home.com will have
high visibility at all these games. Incidentally this BetClic subsidiary is the
first online betting operator to sign up with Kentaro for this sponsorship
The details of the away matches for Germany are as follows. Germany will play
Austria on September 11 2012, Republic of Ireland on October 12 2012, Kazakhstan
on March 22 2013, Faroe Islands on September 10 2013 and Sweden on October 15
Kentaro chief executive Philipp Grothe did not fail to point out the benefits
of this agreement. He said the agreement provided a huge advertising presence at
the Germany away games. They are the most important qualifiers and therefore the
most watched. Bet-at-home.com chairman Jochen Dickinger also acknowledged this.
Grothe said, "To be able to sponsor the away games of the Germany national
team is a very important opportunity for an international company such as
Bet-at-home.com." Dickinger added that they look at the overall package when
making sponsorship decisions. They prefer quality to quantity as can be seen in
the deal with Kentaro.
Background of Bet-at-home.com
Bet-at-home.com was founded in 1999 by Jochen Dickinger and Franz Omer with
the objective of offering sports betting services. It was converted into a joint
stock corporation in May 2004, and in December 2004 it was listed on the
Frankfurt Stock Exchange.
Today the firm has offices in Germany, Austria, Malta and Gibraltar. Through
its Maltese companies, Bet-at-home.com has been issued ports betting and online
casino licences. Given the German connection, one can assess the importance of
the Kentaro deal to this online sports betting site.
In 2009 Bet-at-home.com became a part of the BetClic Everest Group, which is
a leading French online gambling and sports betting operator. However Bet-at-home.com
continues to maintain its independent web site and offers its services
independent of other BetClic operations.