ALL BETS ARE OFF!

BetVictor pull plug on big-money deal

- Matt Badcock and David Richardson

THE ISTHMIAN, Northern Premier and Southern Leagues are facing up to the challenge of finding a new headline sponsor after BetVictor tore up their two-year deal worth well in excess of £100,000 per year halfway through.

The gambling company opted to exercise a break clause after one year partly because of the negativity the sponsorship received and also due to some clubs across Steps 3 and 4 not fully complying with their requirements.

Initial reaction to the unveiling last summer was met by a mixed reception with some clubs voicing their displeasure at the landmark sponsorship that saw all leagues under the same title.

BetVictor were hugely cautious when it came to how their brand was perceived and were highly sensitive to regulations set out by the gambling commission.

Clubs weren’t required to have the company logo on their shirt sleeves or their advertising hoardings, while there were strict restrictions around displaying pictures of people under 25 on websites and social media. Instead, the company were focused on the digital media benefits.

While the revenue wasn’t paid in cash to clubs as such, the leagues used it for prize money along with other benefits like paying their public liability insurance, at a value of £700, ground improvements and 32 match balls.

BetVictor informed the leagues in March they wouldn’t be continuing into year two but with the subsequent coronavirus outbreak it will be an even tougher marketplace to attract a replacement.