Iforium is sponsoring Betting on Sports 2017, the second edition of the largest international sports and betting trade conference at Olympia Conference Centre in Kensington.
Ahead of the 12-15 September event, we spoke to the company’s CEO Phil Parry about what he is looking forward to at #boscon2017, his perfect sporting event, and how sports and betting can work better together.
SBC: What are you looking forward to at Betting on Sports?
PP: I am looking forward to several things at BOS 2017. It’s an opportunity for Iforium to meet friends old and new, spend some time with our clients and to explore new opportunities. SBC raised the bar high at BOS 2016 so I’m intrigued to see how the event transitions to the Olympia.
Last year, I attended several of the panels and there were some healthy debates on certain topics! This year the innovation panels look particularly interesting along with the technology and product development sessions. Overall, I am looking forward to more of the same at BOS 2017.
SBC: What are you promoting at Betting on Sports?
PP: Iforium took a small sponsor position at BOS 2016 and I was blown away at both the quality of the event and the attendees. It really was the “who’s who” of sports and betting all in one place with some great networking on offer. We learnt and gained a lot from the 2016 event.
A significant proportion of Iforium’s clients are sportsbooks where we provide them with our Gameflex casino aggregation platform. BOS is an excellent opportunity for Iforium to meet with a number of sportsbook decision makers and introduce them to our Gameflex offering. After our success at BOS 2016 it was an easy decision for us to ramp up our position to Premium Sponsor at BOS 2017.
SBC: Where can betting work together more closely with sport?
PP: From a company perspective, that’s a more difficult question to answer given Iforium’s primary focus is working with sportsbooks for the delivery of our casino platform Gameflex. Taking a step back, where I feel betting and sports can work closer together are on integrity and responsible gambling initiatives. The gap that existed between betting and sports has closed and both are becoming reliant on each other due to data and revenue generation on both sides.
As an example, you see supporters proudly wearing their team’s latest shirt with many now sponsored by global betting companies. Sports are keen to legitimise and monetise official data with many welcoming betting partners with open arms to sponsor and brand on their shirts and around their stadiums. Betting is only too happy to oblige.
Overall, I feel a more collaborative approach is still needed where both betting and sports have a greater understanding of each models so they can tackle areas such as integrity and responsible gambling as each have a responsibility.
SBC: What sports betting partnership has stood out in the past 12 months?
PP: In terms of size, last year’s NBA data deal was BIG. It is now a few years back since I was heavily involved in the Enetpulse tennis deal with the ATP and WTA. I remember writing an article at the time saying that the Enetpulse tennis deal would prove to be the benchmark for a raft of official data rights deals in the future.
Time has proven I wasn’t too far off the mark with that one! On a different slant, the global popularity and brand power of the English Premier League to drive revenue continues unabated. You only have to look at the recent slew of record sponsorship deals being announced both on club shirts and for global betting partners. This upward curb for clubs and betting companies looks set to continue.
SBC: Describe your perfect sporting event
PP: That’s an easy one. I would be in VIP seats with my Dad watching Liverpool in the Champions League final against Man Utd. The score is locked at 1-1 as the game ticks into the final few seconds of extra time. The referee has checked his watch and penalties are imminent.
Wait, it’s a corner to Liverpool…the ball swings in, David De Gea has missed it…GOAL LIVERPOOL, an acrobatic overhead kick from Sadio Mane fly’s straight into the top corner and Liverpool lead 2-1! That’s it, it’s all over! The referee has blown the final whistle and Liverpool are Champions of Europe once again! That would be my ideal sporting spectacle. It’s yet to happen but who knows, it could be this season?
