Tipico Sportsbook continues Ohio marketing spend with Front Row Motorsports NASCAR deal

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Tipico Sportsbook has struck a deal with First Row Motorsports to secure the sponsorship of the No. 38 Ford F-150 in the NASCAR Craftsmen Truck Series race, which takes place in Ohio

As part of the deal, Tipico has also launched a promotional offer titled “Ride With Zane”, enabling new customers who deposit at least $38 to have their names featured on NCTS champion Zane Smith’s truck for the race, taking place in July at Ohio Sports Car Course in Lexington

“Tipico is thrilled to be partnering with the Front Row Motorsports racing team, a group that has set a remarkable pace in the NASCAR circuit with their impressive strides and monumental wins achieved in under two decades of racing,” said David Paschkes, Chief Commercial Officer at Tipico North America. 

“We recognize the significant role teams like FRM have played in propelling the growth of sports betting handle and increasing popularity in the sport of NASCAR.”

The German-based sportsbook will also offer those who take up the “Ride With Zane” $150 in bet credits and space for the user’s name on Smith’s truck for the first 300 people. 

Tipico Sportbook continues Ohio promo spend

This is indicative of Tipico’s intent on spending money on promotional credit and marketing costs, despite a drastic decline in promo credit spend between January and February in Ohio’s sports betting operators. 

Promotional spending dropped precipitously, from nearly $320m in January to $59m in February, marking an 80% decline in overall spend. 

However, Tipico still spent $1.9m on promo credit in February, making it the fifth biggest spender in the Buckeye state, after spending more than Caesars Sportsbook in January. 

Paschkes added: “Through our partnership, we aim to increase our presence and support the NASCAR community, especially those in Ohio, New Jersey, Colorado and Iowa, by bringing the excitement of sports betting directly to fans where the action is happening. 

“As a leading sports betting platform, we are committed to providing an unparalleled experience for all fans and enthusiasts of NASCAR.”

Becoming a local operator

Tipico’s approach in Ohio was recently touched on in SBC Americas’ New World Opportunities” series. US CEO Adrian Vella told SBC that the firm is focusing on hyperlocal partnerships in Ohio as it seeks to establish itself as a household name in the Buckeye State. 

Vella said: “We are trying to be the local sportsbook for Ohio fans, and that is a very different position than a lot of other nationwide bookmakers.

“There are a number of things that make a strategy – being a first mover, having creative assets, faces to your brand, communication that entices the customer and shows they are being heard – but you want to have trust.

“When you partner with the community with brands that people know, it adds weight to what you’re doing, especially when competing with local long-term casino brands and firms with big marketing budgets.”