OLBG CEO says sports partnerships must go beyond brand exposure

OLBG CEO Richard Moffat is calling for sports partnerships to deliver “more than brand exposure”, as the company positions partnerships as a lever to expand from a “trusted betting community” into a broader sports entertainment brand.

In a statement outlining OLBG’s approach, Moffat said the company prioritises partnerships that “invite people into the story rather than simply asking them to watch it,” with an emphasis on content, behind-the-scenes access and in-person experiences designed to deepen engagement among its core audience of UK sports bettors.

Moffat highlighted OLBG’s relationships with Dorking Wanderers and Harry Derham Racing, alongside the content partnership behind The Jeff Stelling Show. He said the Jeff Stelling collaboration has “generat[ed] millions of views across social media and YouTube,” while Dorking Wanderers is positioned as a long-term narrative partnership focused on the club’s ambition to reach League Two.

On racing, Moffat said the OLBG tie-up with Harry Derham Racing extends into products and experiences, including “a free email newsletter and £95 shares in a racehorse” and syndicate options for “a 1–5% share in a horse.” He added that “this season, we have five OLBG horses in training at the yard.”

OLBG also said it is developing “a new show with the club’s founder, owner and manager, Marc White,” intended to build on what it has learned from The Jeff Stelling Show. Moffat added that OLBG is focusing on “depth and authenticity” over the size of its sponsorship portfolio, arguing that the goal is to build “the right portfolio” rather than the largest one.