HAPPYBET and SPORT1 announce "long-term co-operation"

The Munich-based sports channel SPORT1 has been a partner of the Italian betting provider HAPPYBET for several weeks now. This also marks the launch of what is officially called the "newly designed gambling offer 'HAPPYBET - Partner of SPORT1'". What is this all about and what can we expect from the collaboration?

The fact that SPORT1 and HAPPYBET will be cooperating in future is promoted as a novelty in the associated press release: It is stated that the partnership between a leading German media group and one of the best-known Italian gambling operators is the first of its kind. Players and sports fans can expect a lot.

As the press release makes clear, the bookmaker's aim is to gain a greater foothold in the German market. HAPPYBET has the potential to significantly increase its brand awareness and reach by tapping into SPORT1's broad viewer base and high credibility. In return, SPORT1 will (likely) benefit from some financial support and enhanced content provided by HAPPYBET, which may well enrich the viewer experience and added value for players. This synergy will allow both companies to strengthen their market position.

According to the announcement, a new gaming offer called "HAPPYBET - Partner of SPORT1" has been launched. It has to be said straight away that this is more of a rebranding of the familiar portfolio than a real innovation. However, there should still be a lot in store for the players. In addition to special promotions, those responsible mention a stronger link between the platforms and channels of the new partners, which means that the games of chance will also be more integrated on TV, among other things. This apparently (initially) relates primarily to statistics and analyses. There is talk of a "long-term cooperation".

What the collaboration between HAPPYBET and SPORT1 holds out the prospect of

Overall, the aim of the cooperation is to expand the gaming and sports experience - mainly by strongly linking the platforms and channels of SPORT1 and HAPPYBET.

Christian Madlindl, COO of SPORT1 GmbH and Managing Director of Magic Sports Media GmbH, also emphasises this in the relevant press release:

"HAPPYBET and the Snaitech Group are contributing their in-depth expertise as providers of gambling and sports betting services - the ideal complement to our market positioning in German-speaking countries and our marketing expertise. The most important news for all sports and betting enthusiasts in Germany and Austria. They will benefit from our partnership thanks to attractive content and offers."

Michele Sessa, Director of Institutional Affairs at Snaitech and Managing Director of HAPPYBET, also promises added value for players and sports fans:

"The collaboration aims to create high-quality content. They are aimed at the large audience of SPORT1 channels and all sports fans in order to offer them an even more interesting and innovative gaming experience."

In detail, this means that HAPPYBET will have a permanent presence in the online media and on SPORT1's TV programme and vice versa. It is striking that the bookmaker not only displays the TV channel's logo somewhere in the footer, but even integrates it into its brand in the header of the online platform. This also explains the "new range of games called 'HAPPYBET - Partner of SPORT1'": the website now runs under this name, so to speak. Significant changes to the portfolio are not initially recognisable.

In addition, "the gambling offer will be integrated into selected SPORT1 formats and with an extensive advertising campaign in target group-oriented and high-reach advertising environments on all of SPORT1's TV, digital, audio and social media channels".

The press release also mentions the benefits of HAPPYBET's betting programme and certain "special promotions", such as daily specials, cashbacks, betting boosts and bonus offers. More detailed facts on special SPORT1 deals for bettors or similar customer benefits that are specifically related to the cooperation with the broadcaster are not available (as is so often the case with such announcements).

The cooperation between HAPPYBET and SPORT1 is to be continuously expanded in the coming years.

Presenter Ruth Hofmann as testimonial

Ruth Hofmann is a well-known and busy personality at SPORT1. Among other things, she presents the top match of the 2nd Bundesliga on Saturday evenings, provides viewers with the most important developments in "SPORT1 News" and acts as co-host of "Der STAHLWERK Doppelpass", which the broadcaster describes as "Germany's best-known football talk show". Hofmann will be the central testimonial for the partnership between HAPPYBET and SPORT1.

She can be seen in the info clip linked above and will also be at the centre of the advertising campaigns, for example by "explaining the features, advantages and benefits of the gambling offer". SPORT1 sees Ruth Hofmann as the perfect ambassador for the deal: "As a popular on-air protagonist of SPORT1, Ruth Hofmann combines good entertainment with great expertise - and in this way credibly stands for the connection between fun and seriousness in sport."

What those responsible at SPORT1 and HAPPYBET have to say about the cooperation

Fabio Schiavolin, CEO of Snaitech, emphasises above all the factor of increasing reach:

"The partnership with SPORT1 is another milestone on the path we embarked on in July 2022 with the acquisition of the HAPPYBET brand. This path is set to lead to further successes that will strengthen our presence at European level. Over the years, Snaitech has built up extensive expertise and achieved a solid market position in Italy. With our development plan for HAPPYBET, we also want to capitalise on our experience in Germany and Austria, two markets with great potential, especially in the digital sector."

As Co-CEO of SPORT1 Medien AG and Managing Director of SPORT1 GmbH, Dr Matthias Kirschenhofer particularly addresses the opportunities for the channel in connection with sports betting:

"With HAPPYBET and Snaitech as one of the leading sports betting providers in Italy, we have found the ideal partner for the joint expansion of our activities in the sports betting market, which is very interesting for us economically. With the power of our high-reach sports platform and our outstanding target group affinity and thanks to Snaitech's extensive experience, we want to gradually expand our cooperation in the coming years - and write a long-term success story together."

Conclusion

Image source: Screenshot von https://www.sport1.de/news/unternehmen/pressearchiv/2024/06/happybet-und-sport1-vereinbaren-weitreichende-partnerschaft-im-bereich-sportwetten-neugestaltetes-glucksspielangebot-happybet-partner-von-sport1-gestartet