Fanatics Sportsbook‘s most recent marketing tactic, which was just expanded Thursday to reach more customers during the company’s beta testing phase in Ohio and Tennessee, has potentially hit a roadblock.
The promotion features “bonus bet” offers attached to purchases at the Fanatics.com merchandise website. Customers who are chosen — right now, half of customers are being targeted, according to Jason White, the chief marketing officer of Fanatics — can receive equivalent bonus bet funds based on the amount of merchandise they purchase up to $500.
And while White told Sports Handle the results of the promotion have thus far been “positive,” a tweet from Covers.com reporter Geoff Zochodne indicated the Ohio Casino Control Commission was seeking to pull the promotion in Ohio. OCCC Director of Communications Jessica Franks confirmed this to Sports Handle late Thursday.
“The Commission is aware of the promotion and is working to get it removed,” said Franks, who said she could not answer as to the “why” of the pending removal.
This promotion was rolled out last week, and it first went to 15% of people who logged on to the Fanatics merchandise website. On Wednesday, the test was expanded to a 50-50 split.
“I think we’re very positive about the results,” Jason White, the chief marketing officer for Fanatics, told Sports Handle earlier in the day before the casino commission news. “The numbers we’re seeing are above our expectations of folks who are accepting the offer and going through the know-your-customer flow.”
White also defended the idea concerning the reach of the ads, noting underage patrons who are on the Fanatics merchandise site are routinely seeing sportsbook ads in everyday life.
White told Action Network it is “no different from a child seeing a billboard on the street or when they are watching a game.”
White believes this type of marketing works best for Fanatics, and that it’s superior to other forms of sportsbook marketing.
“I can’t speak to how competitors are going to react to this, but in a world where everyone is trying to figure out a better road to acquisition, we feel that right now we have the best one,” White said. “It’s a chance to work with our existing consumers, who we know are superfans and know are excited about the proposition about being able to get more value out of one relationship with one brand.”