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This week has seen a slew of shirt sponsorship deals signed by sportsbook operators with English Championship clubs, as well as new betting partnerships for Premier League champions Manchester City and Nevada's Las Vegas Lights.

The FIFA World Cup is a massive marketing opportunity for betting operators. Ian Bradley, chief product officer at SBTech, explains how they can they ensure offer-driven sign-ups become long-term customers. Personalisation, CRM and data all play key roles, alongside a powerful sports engine to follow up on the momentum generated by the world’s most widely viewed sporting event.

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