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Sunday 30 June 2024

A meeting of minds: Florida and rugby league

It is a most unlikely marketing partnership.

A regional tourism operation in Florida, Visit St Petersburg Clearwater, Pinellas County’s official destination marketing organisation, has inked an 18-month partnership with the Betfred Rugby Super League.

As an advertising sponsor, branded LED banners will be prominently featured across more than 100 matches, which will be televised on BBC and Sky Sports.

You have to wonder if sports fans in Leigh and Wigan know the difference between St Petersburg, Florida, and St Petersburg, Russia. But there you go.

The partnership includes high-profile games throughout the season as well as the playoffs and finals along with marquee matches, such as the England vs. France international match.

The Betfred Rugby Super League games give the beaches of St. Pete-Clearwater global exposure as the games are, allegedly, aired in over 50 countries.

The sponsorship also includes an integrated online and radio campaign, with Visit St. Pete-Clearwater assets prominently displayed in stadiums.

Additionally, there will be specially-designed ads on the radio and online content.

With an estimated viewership of over 40 million (ahem), the partnership promises “extensive visibility” for the Visit St. Pete-Clearwater brand.

The sponsorship will run until December 31, 2025.

Steve Grimes, Chief Marketing Officer of Visit St. Pete-Clearwater, says: “The Rugby Super League’s growing popularity worldwide provides a dynamic platform to reach diverse and passionate sports fans.”

“We are proud to align our brand with one of the fastest-growing sports globally.”

Righto Steve

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