As the Summer Olympics unfold in Paris, there’s a palpable excitement not only for the athletes competing but also for the millions of fans worldwide. The news around this event has been tumultuous for a start and also an opportunity to enable affiliate managers and publishers alike to leverage global events to create new content that engages their customers online at a point of interest outside of the product or service that is typically being sold.
For examples in the iGaming industry, whilst the olympic team in the US currently stands in 2nd place for the most olympic medals being won, major U.S. states like California and Texas, are experiencing a ban on legalised sports betting. This prohibition extends to the world’s Olympic events, leaving a significant proportion of the population unable to gain access to these entertainments.
The Landscape of Sports Betting Restrictions
California and Texas are home to a substantial number of Olympic athletes, including household names like LeBron James, Stephen Curry, and Simone Biles. Despite the strong representation, fans in these states are barred from placing legal wagers on Olympic events. With sports betting only legal in 38 states and Washington, D.C., the nation’s most populous states—representing around 70 million people—are left out of the legal betting market. The legislative landscape in both states offers little hope for immediate change. In California, previous attempts to legalise sports betting have been thwarted by conflicts between commercial sports-betting operators and tribal leaders.
A potential pathway to legal betting might open by 2026 with in-person wagering at tribal casinos, followed by online betting in 2028, but this is far from certain. In Texas, the situation is equally complex, with strong opposition from religious groups and anti-gaming factions. Even with significant lobbying efforts, including those by Las Vegas Sands Corp., the prospect of legal sports betting in Texas seems distant, possibly not arriving until the 2030s.
Engaging Customers Beyond Gambling
Despite this issue, the Olympics really presents digital marketers with a unique opportunity to engage with customers in innovative ways beyond sports and gambling. For affiliates, the inability to promote legal sports betting during the Olympics in these states might seem like a setback. However, this challenge also presents an opportunity to think outside the box and explore alternative methods of promotion to their audiences, such as sports merchandising or product associations like branded sports gear , health and wellness products or even food box subscriptions and gym memberships!
The Olympics, as a global event, offers a wealth of content and experiences that can be leveraged in creative ways.
Content Creation and Storytelling: The Olympics are rich with inspiring stories, from underdog victories to record-breaking performances. Affiliates can create engaging content that highlights these narratives, offering insights, athlete profiles, and historical context. This type of content can draw in sports enthusiasts and casual fans alike, providing a platform for community engagement and discussion.
Merchandising and branded collaborations: With the spotlight on athletes and sports, there is a significant market for Olympic-themed merchandise. Affiliates can partner with brands to promote official gear, limited-edition collectibles, and other related products. These collaborations can extend beyond traditional sports merchandise to include fitness equipment, healthy snacks, and lifestyle products that align with the Olympic spirit.
Virtual events and fan engagement: The absence of legal betting doesn’t mean fans can’t enjoy the thrill of competition. Affiliates can organize virtual events, such as fantasy leagues or prediction contests, where fans can predict outcomes and win prizes. These activities not only engage the audience but also build a sense of community around the event.
Educational Content and Sports Initiatives: The Olympics often inspire a surge of interest in various sports. Affiliates can tap into this by offering educational content, such as beginner’s guides to different sports, interviews with coaches and athletes, and tips on getting started in a new sport. This can be particularly appealing to families and individuals looking to explore new activities.
Promotional Campaigns and Themed Offers: Leveraging the Olympic theme, affiliates can run promotional campaigns that offer special discounts, bundles, or exclusive content. For instance, they could partner with fitness apps to provide limited-time access to premium features or collaborate with streaming services for exclusive Olympic coverage.
Why This Matters for Affiliates
The key to maximizing the Olympic opportunity lies in diversification. By focusing on non-gambling avenues, affiliates can reach a broader audience, including those who may not typically engage with betting content. This approach not only builds brand loyalty and broadens the customer base but also positions affiliates as versatile and innovative marketers.
Moreover, the Olympic Games, with their global appeal and varied audience, provide a unique platform for testing new strategies and content formats. Success in engaging audiences during the Olympics can offer valuable insights and build a foundation for future events, including other major sporting occasions where betting might also be restricted.
In conclusion, global events open up a world of new marketing possibilities. Affiliates who seize this moment to innovate and connect with audiences on multiple levels can turn the Olympics into a golden opportunity, not just for immediate engagement but for long-term growth and brand development. The focus as it relates to performance marketing should always be on delivering value, fostering community, and celebrating the universal spirit of customer needs and interests to increase conversion and sales.
