Betway and Reach have teamed up in a new partnership that sees Betway sponsor a Mirror football game on Irishmirror.ie for the 2020/21 football season. Every month over 1.4 million Irish people rely on Mirror Football for the latest news on their football team, whether it’s the Eirtricity League, the Boys in Green or the Premier League.
The deal was brokered by Core’s Spark Foundry.
For the new partnership, Betway and Irish Mirror put together a weekly predictor game every Wednesday for fans ahead of each round of Premier League fixtures. The game was created using audience data to attract and retain players and the interactive content sits within a sponsored article that is delivered through Irish Mirror’s digital platforms.
The game is easy to play with readers finishing in just five taps, putting them in with a chance of winning prizes. Players can access the Betway ‘games room’ directly from the Irish Mirror homepage via a branded sponsorship bar. Alan Curley, head of brand strategy, Reach, said bringing value to the conversation is the best way of engaging readers.