Laying a foundation for its domestic football and FIFA World Cup trading, SkyBet has signed a partnership with Spotlight Sports Group (SSG).

Building on a similar collaboration around the Cheltenham Festival, the deal will involve the construction of a ‘start-of season microsite’ for the Flutter Entertainment brand, hosted and managed by SSG and delivered via the firm’s in-house technology. 

Editorial content and data visualisations from SkyBet’s Fan Hope Survey with YouGov will be included on the site, which will be integrated into the operator’s desktop webpage and mobile app. 

Andrew Mook, Sky Bet Head of Marketing Strategy and Planning, said: “We’re excited to be working with Spotlight Sports Group, the work they produced for the Cheltenham microsite proved to grow engagement and gave users an excellent customer experience. 

“The Fan Hope Survey is unique and really resonates with fans at the start of the season. Having a bespoke microsite really gives our content a place to live and breathe, engaging customers at a vital period as we build momentum towards a winter World Cup.”

In a bid to boost fan engagement, SSG will also embed a ‘mini survey’ on the new season to sit alongside the existing YouGov offering, whilst also showcasing results from Premier League and EFL Championship teams. 

Lastly, the sports data and content provider will also add input from its football experts, such as team-by-team analysis, evaluation of signings and ‘the best bits’ for the 2022/23 season, including RequestABets. 

As well as previously developing a microsite for SkyBet during the Cheltenham Festival, SSG worked on a similar project with Swedish state-owned operator Svenska Spel, building and managing a site for the Beijing Winter Olympics earlier this year. 

“This site really demonstrates our industry-leading tech, our array of proprietary data and content creation capabilities,” added Daniel Smith, Head of UK and Ireland Sales at SSG. 

“We’re delighted to be working alongside one of the leading operators in the UK ahead of the new football season. Building and managing the microsite means we take the stress from their product teams.

“It’s a huge year of sport including the World Cup in November and our aim is to support our customers with tech and content while they can be creative with their marketing campaigns without jeopardising product roadmaps.’’