The 2022 Fifa World Cup will, when it finally arrives in November, bring plenty of on-the-pitch competition. But off-pitch competitions are already heating up: for betting companies, advertisers and all sorts of other players to gather the biggest possible share of the buzz the tournament will generate. For The Drum’s Sports Marketing Deep Dive, Justin Deaville, managing director of agency Receptional, tells us that now’s the time to start the fight for share of attention by focusing on SEO.
The World Cup. It’s the world’s largest sporting festival. It is an event like no other, filled with emotion and hope.
For sports betting brands, there are enormous opportunities – especially in search engine optimization (SEO), with millions of searches around the event. But the Qatar World Cup will be a little different to normal.
Firstly, it takes place in November and December, mid-way through the domestic football season. This will help operators to acquire first-time bettors and convert existing domestic bettors to the World Cup.
Secondly, teams from all of sports betting’s emerging markets have qualified – Brazil, Canada, Germany, the Netherlands and the USA. This might help to retain first-timers for other sports and/or tournaments.
With this level of opportunity, our advice for Qatar 2022 is simple: plan ahead, launch early and match your budget to your objectives (competition will be fierce).
The early bird catching the World Cup worm
Already, several thousand people are...
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