|Forget about the football in Germany, the real World Cup action this summer has been taken place in Affiliate land thanks to the inaugural SportingOdds Affiliate World Cup. SportingOdds, the UK offshoot of the Sporting Bet PLC, have set up and ran an 11-week World Cup competition featuring 90 of their affiliates as an incentive scheme during the World Cup in Germany. The principle of the competition was to reward the highest performing affiliates with increased cash bonuses in the form of a World Cup type competition.|
SportingOdds Business Development Manager Peter Hanford explains the reason why they decided to embrace the World Cup, “With betting turnover expected to reach record levels during the tournament it has been a fiercely competitive market place where online exposure and promotions have been key to acquiring record numbers of new sports betting clients. This is why we felt we had to raise the bar this summer. Everyone loves the World Cup and affiliates are a vital part of our online marketing strategy so it made sense to combine them both and provide them with an extra incentive to promote SportingOdds.com ahead of our competitors”. The structure of the competition resembled the World Cup with qualifiers and then group stages followed by knockout ties. This format gave all affiliates, big and small, the chance to earn extra revenues over and above their standard commission rates as Peter explains, “What I love about the World Cup is the small teams like Cameroon and Senegal doing well and we tried to tap into that outsider spirit in this competition by rousing our small affiliates and true enough we had some so-called minnows going really far in this competition. That was very satisfying!”.
The competition began in May with 90 affiliates lining up in the month-long qualifying round. Every one of the 32 affiliates that qualified received £50 for their efforts. With the beginning of the actual Affiliate World Cup on June 1st the event took on a more familiar shape as it provided a mirror image to the real World Cup with the top two in each group reaching the Last 16 and so on.
Chris Graham, SportingOdds.com Affiliate Executive, said “The competition has seen some great innovations by our affiliates since it began on May 1st but for me the action really hotted up when the knockout stages began on June 24th. We had affiliates phoning us up every day wanting to know the latest scores and there were rumours that some of the affiliates were phoning up their opponents trying to psyche them out! All good fun of course!”
There are now just four affiliates left in the competition as the World Cup in Germany winds down and the SportingOdds boys are all set to unveil the winner of the inaugural Affiliate World Cup at the end of the week. “In some ways we’ll be sad to see this end as it’s been a great competition for us and has really strengthened our relationships with our affiliates but we’re all eager to find out who is the first ever Affiliate World Champion” said an excitable Peter Hanford.
As well as the thrill SportingOdds have received from the Affiliate World Cup, the competition has given the participants something to get excited about as Richard De Rothschild, ‘manager’ of the Tipster Challenge team that qualified for the event explains “The affiliate scheme, incentives and innovations of SportingOdds are far better than any other online bookmaker but this Affiliate World Cup was a step above anything they’ve done before. It was a great idea and I hope they extend it to Euro 2008. I’m just gutted we got knocked out in the group stages!”
So, on Sunday as well as a certain trophy being awarded in Germany, the first ever winner of the Affiliate World Cup will be crowned. Okay it might not match the hype or importance but you try telling that to these glory-seeking affiliates!
For more information on the Affiliate World Cup or on SportingOdds.com call Peter or Chris on 02071576709 or e-mail firstname.lastname@example.org.