Asian online gaming platform Bet Daily has signed as an official sponsor of the Caribbean Premier League (CPL) for the latest edition of the Twenty20 cricket series.
Under the deal, the two organisations will create original content for sports fans and present various competitions with opportunities to win cash.
Bet Daily said the association would help the brand put forward its core message to cricket fans in the Caribbean, as well as an international audience drawn in by the international players on show.
Earlier this month, the CPL also added gambling platform Fun88 to its sponsorship portfolio in the Official Partner tier.
Industry sources indicate a betting category contract in the official partner tier will typically be valued at between $250,000-$500,000 per year.
As part of the agreement, Fun88 and CPL will also collaborate on the creation of tailored CPL content, as well as offering supporters the chance to participate in competitions and giveaways.
The CPL also has a sponsor in the fantasy gaming sector, India-based fantasy sports platform Dream11, valued at around $100,000 per season.
Omar Khan, chief executive officer of CPL franchise Trinbago Knight Riders (formerly Trinidad & Tobago Red Steel), told SportBusiness: “It appears the CPL are taking a similar route to some English Premier Leagure clubs in controlling inventory by segmenting categories to drive greater overall value from their sponsorship portfolio.”
Khan also offered insight on how the CPL has developed the value it can offer Asia-focused brands