Superbet’s investment plan for the Greek market amounts to around €500m over six years, the company’s management team in Greece said at a meeting with journalists.
As Giannis Kalambokis, general manager of Superbet Greece, explained, the plan includes spending on technology, staff, marketing and sponsorships.
Of the total, €100m relates to sports sponsorship agreements already signed, which run over four years. This figure excludes corporate social responsibility activities, grassroots initiatives and academies. Several of the agreements also include an option to extend beyond their initial terms.
“Our overall investment shows that the Greek market is of particular interest to us,” Mr Kalambokis said.
He described Superbet’s progress in Greece as particularly encouraging, revealing that the company achieved its target for the whole of its first year within its first seven months of operation.
“Our plan spans six years. At the end of that period, we want to be the players’ first choice,” Mr Kalambokis said.
The company, which has been active in Greece for the past seven months, has been working on the project for 24 months. It now employs 155 people in the country, around 17-18 of them in marketing.
The Superbet group was founded by Sacha Dragic, and Blackstone is also among its investors. The company operates in Romania, Serbia, Poland and Belgium. It also operated in Brazil, but conditions in the country have changed. “We are there too and we have a licence, but no company can offer its services there any more. I believe we will return soon,” Mr Kalambokis said.
Superbet’s progress in Greece
Assessing Superbet’s progress in the Greek market, Mr Kalambokis estimated that the company had already secured a 7%-8% share, based on total player stakes (turnover).
According to figures he presented, the company recorded turnover of €270m in Greece in October. He estimated that total monthly turnover in the Greek market ranged from €2.9bn to €3.2bn.
He said Superbet had reached 305,000 players in Greece.
Sports sponsorship agreements
“Sport is the foundation of our strategy for introducing ourselves quickly and effectively to the Greek market,” Mr Kalambokis said, explaining the importance Superbet places on sports sponsorships as it expands in Greece.
As part of this strategy, Superbet has signed major sponsorship agreements with Panathinaikos and PAOK in football. In basketball, the company works with Olympiacos and AEK, while its sponsorship portfolio also includes Panionios and Levadiakos.
Superbet’s sponsorship portfolio also includes a partnership with the Greek Football Federation (EPO) for the Superbet Greek Cup.
Investment in Super League 2
The company’s sponsorship partnerships also include Super League 2. In addition to providing financial support for the competition, Superbet is taking steps to upgrade its digital presence.
Superbet’s management said the partnership had brought a complete overhaul of the competition’s official website (SL2GR) and its social media accounts.
Superbet also broadcasts two Super League 2 matches live each week on its YouTube channel and the superbet.gr website, in addition to matches shown on free-to-air television.
According to the company’s management, this initiative is being undertaken for the first time in Greece and has already attracted considerable interest from fans, with matches drawing around 50,000 viewers each in total.
At the briefing, the company clarified that it earns no advertising revenue from the broadcasts, as the initiative is intended to raise the profile of Super League 2 and the teams competing in the tournament.