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Major ad revenues will go to offline media, says Maxifoot founder

Vincent Pakula, founder of Maxifoot.fr, one of the the largest football content websites in France, has told iGaming France that the bulk of advertising budgets will go to offline media once regulation allows operators to advertise freely in the French market.

Maxifoot.fr recently signed key sponsorship deals with Bwin, Unibet and Mybet for the next 12 months, and Pakula said that although advertising and marketing budgets will increase, TV and radio stations with live coverage of sports events will reap the lion’s share of advertising revenues.

« The market opening will inevitably dilute advertising budgets towards more offline exposure. TV and radio stations that have live coverage of sports event, and French football in particular, will be the main winners. Some online media outlets will be disappointed, the sums available are not limitless.
« Sports sites such as ours will remain central to bookmakers’ marketing strategies although some will be disappointed. In the medium term, our advertising revenues from online gaming operators could well reach half our overall turnover, which is considerable, » Pakula said.

Maxifoot has existing relationships with a number of online betting companies, but Pakula said his company would limit itself to five partnerships with such companies as a way to increase the value of both Maxifoot’s and the operators’ brands.

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