League backs a winner as betting deal takes off

The Evo-Stik Northern Premier League’s new betting partner Betbright is looking forward to boosting the coffers of many more clubs after Mickleover Sports became one of the first to cash in on the success of their new loyalty promotion for fans who enjoy a flutter.

Thanks to the new entrant to the online betting market, the Sports banked a commission cheque for £480 this week, their first cash windfall from the Evo-Stik NPL’s affiliates deal which was signed in December and kicked off in the week running up to Christmas.

Open to all 68 member clubs, the partnership sees Betbright paying clubs £40 for every fan who opens an account with them and wagers £25, regardless of whether they’ve won or lost. As a reward for their loyalty, supporters also receive a £20 free bet as an added bonus.

More than half of the league clubs are already in line for cash bounties and with the promotion proving such hit with supporters, many more are now expected to start encouraging their own fans who enjoy a bet to make sure they benefit too.

Mickleover Sports Secretary and League Director Tony Shaw, pictured with Evo-Stik NPL Chairman Mark Harris at last Sunday’s League Development Day when the success of the new partnership was first revealed, said the club had now set a target of £2,000 and had been delighted to learn there was no limit on the amount they could eventually raise.

Shaw said: "It has really caught the imagination of our fans who like a bet and we’ve certainly seen the benefit here. There is nothing involved for clubs like us apart from making sure supporters know how they can help so it is a great deal for all involved with fans getting a free bet too as well as knowing they are helping us."

A total of 22 clubs so far have received commission cheques from Betbright with more due. Evo-Stik NPL Chairman Harris is delighted that the windfalls are proving that the league has backed a winner itself by teaming up with Betbright.

Harris said: "For many clubs, commercial income has been hard to come by in recent years. That’s why the NPL is keen to identify potential sources of revenue that give our members the option to tap into. The results achieved by Mickleover in a relatively short period of time show that our partnership with Betbright can be a real winner."

Betbright used Sunday’s meeting at the West Riding FA’s HQ in Leeds to hand out new ’marketing toolkits’ to all 68 clubs, including flyers, posters and even beer mats to add to the programme and website adverts for marketing the promotion they've already had.

Mark Singleton, Head of Business Development at Betbright, hailed the response of the league’s fans for helping the deal to take-off so swiftly.

He said: "This is a very important partnership with the Evo-Stik NPL and thanks to everyone it is already working extremely well with around 50 per cent of the clubs in the league with accounts open and already earning commissions like Mickleover.

"When we designed the offer we tried to make it as much of a no brainer as possible. Open an account, stake £25, enjoy a £20 free bet and your club gets £40, simple. There is a limitless pot of money that is open to all 68 clubs and we are more than happy to support them while hopefully picking up some good accounts in the process.

"We are seeing that happen so we were delighted to be at Sunday’s league meeting to take the opportunity to give more marketing material to the clubs and help make it even easier for them to share in some of the money on offer."

Singleton was also happy with the timing of the deal after one of the wettest winters on record increased the financial strains on many clubs struggling for revenue.

He added: "The feedback I am getting from the clubs I have spoken to is that this money could not have come at a better time with the terrible weather and postponed matches leading to low gate receipts and limited numbers of people spending the money they would normally do at their clubs.

"We know it has been tough so it great to know that even the timing of the deal has helped, even in a small way. Now we’re looking forward to building on what is already a successful partnership that has really caught peoples’ imaginations."

Despite being new to the market, Betbright's approach is fast winning over fans. As well as the new affiliate deal for the Evo-Stik NPL, the company has signed betting partnerships with clubs from the highest level down. Clients already include Aston Villa, Huddersfield Town, Sheffield Wednesday, Wolverhampton Wanderers, Peterborough United and Port Vale.