UK radio station talkSPORT has named bet365 as its official bookmaker partner for the FIFA World Cup.
The betting giant’s branding appeared across the station’s preview show, featuring former internationals John Terry and Emmanuel Petit, and will be visible throughout its coverage during the tournament. This will include live match coverage, digital content, social media clips and on-air promotions.
Liam Fisher, Head of talkSPORT, commented: “I’m delighted that we’re partnering with bet365 as our headline bookmaking partner across what is set to be the world’s biggest sporting tournament ever. talkSPORT will be the destination for live commentary and livelier opinions from the first whistle to the lifting of the trophy.”
The move continues to strengthen talkSPORT’s links to the betting industry.
As well as hosting offers for brands such as SkyBet, bet365 and Paddy Power on its website through affiliate partnerships, the station partnered with BetVictor in 2022 to launch its own sports betting platform, talkSPORT BET.
Meanwhile, securing the deal is a sizeable scoop for bet365, given that the station draws over three million viewers each week, and is notable for its presence across social media and ability to create viral moments.
“talkSPORT has an unmatched ability to engage passionate football audiences across multiple platforms, and we look forward to working together throughout the tournament to deliver compelling content and experiences for fans,” said Alex Sefton, bet365’s Global Chief Marketing Officer.
“We’re thrilled to be partnering with talkSPORT across what we’re hoping will be an incredible summer of football.”
Understandably, it has been a busy period for bet365 leading into the World Cup, which began yesterday when Mexico defeated South Africa in a game that saw three red cards awarded by referee Wilton Sampaio.
At the end of last month, the UK-based firm confirmed that it had launched in France after receiving approval from the Autorité Nationale des Jeux, as it looks to take advantage of a French sporting summer that includes the recently concluded French Open, the World Cup and the Tour de France.
Meanwhile, the firm has also sought to boost engagement throughout the World Cup by extending its Jackpot365 initiative to sports.
The feature is a progressive jackpot mechanism that offers four progressive jackpots – platinum, gold, silver and bronze – with jackpot wins dropping daily.
To participate, players build their sports bet, enter their stake and select ‘opt in’ on the betslip to participate, increasing their wager by an additional jackpot entry fee, before then placing their bet.
Bet365 described Jackpot365 as ‘an additional layer of excitement alongside customers’ regular betting activity’, and said more than 112,000 jackpot wins have seen almost £50m paid out in jackpot prizes since it was launched across its casino offerings late last year.
