Sports

Unibet Aim to Close the Gap in PA with Steelers Link-Up

The good news keeps on coming for sports bettors in PA.

Not only is the number of online sportsbooks continuing to grow, so are the benefits for those who love to wager on their favorite sports teams.

Unibet & Steelers partnership

European online gambing operator, Kindred Group, has struck a deal with the Pittsburgh Steelers for its brand, Unibet, to become the team’s official sportsbook partner.

The sponsorship deal between The Steelers and Unibet will see the two collaborate across social media channels, run fan sweepstakes and  the introduction of a dedicated Unibet tailgate zone outside the stadium for fans to meet ex Steelers players.

As part of the arrangement and to further increase fan engagement Unibet will also sponsor Steelers themed events and roll out a Steelers themed casino game before the end of 2021.

Unibet aiming to close the gap in PA

Already a sportsbook and casino partner of the Philadelphia Eagles, Unibet is aiming to close the gap on the best PA sports betting sites – FanDuel, DraftKings, Barstool sportsbook and BetMGM – by increasing the brand’s exposure in-state.

The challenge for Unibet to increase its low market share in an ever competitive market is well and truly on. Whether this type of deal can drive up the appeal of Unibet among sports bettors in PA remains to be seen.

The brand has grown at a slow pace since it debuted in PA. But by aligning itself with the state’s football teams, the visibility of Unibet will surely increase before and beyond the new football season.

 Ultra competitive PA sports betting market

 Not only are the aforementioned US operators leaving the rest trailing by some distance, the recent launches of Betway and Betfred (via Wind Creek) – not to mention the pending arrival of PointsBet in PA – will see the level of competition intensify once more.

Since SugarHouse became Pennsylvania’s first online sportsbook in 2019, a number of American sportsbooks have entered the PA betting market. They include DraftKings, FanDuel and BetMGM, as well as local brands casinos, Parx and Rivers.

Caesars, FOX Bet and TwinSpires Sportsbook also feature among the thirteen different options to date.

FanDuel is out on its own in PA for market share, with DraftKings second. The two fantasy giants account for almost 60% of the market as it stands.

The much anticipated launch of Barstool sportsbook quickly became the third most used option leaving the rest of the competition to fight it out.

 Future of PA sports betting

Investing money in player acquisition and marketing – as Unibet are doing – are surefire ways of increasing market share in Pennsylvania.

But the popularity of live betting is almost certainly going to shape the US sports betting industry going forwards. Industry experts believe that sportsbooks will win and lose customers according to the strength of their live betting product.

Live betting is already ingrained into the way bettors wager overseas and European sportsbooks are therefore more developed for in-play wagering compared with their US rivals.

Could this present an opportunity for Unibet and other non-US sportsbooks to potentially close the gap?

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