{"id":11090,"date":"2025-10-13T13:55:56","date_gmt":"2025-10-13T12:55:56","guid":{"rendered":"https:\/\/sbceurasia.com\/en\/?p=11090"},"modified":"2025-10-13T13:56:00","modified_gmt":"2025-10-13T12:56:00","slug":"totogaming-betting-companies-play-a-key-role-in-the-development-of-sports","status":"publish","type":"post","link":"https:\/\/sbceurasia.com\/en\/2025\/10\/13\/totogaming-betting-companies-play-a-key-role-in-the-development-of-sports\/","title":{"rendered":"TotoGaming: Betting Companies Play a Key Role in the Development of Sports"},"content":{"rendered":"\n

As restrictions on betting sponsorships continue to tighten across global sports, the perspective of the operators themselves often remains overlooked.<\/em><\/p>\n\n\n\n

In an exclusive interview with <\/em>Insider Sport, Aelita Chilingaryan, <\/em><\/strong>PR and Communications Manager at <\/em>TotoGaming<\/em><\/strong>, offers a rare and candid inside view of how these changes are impacting the industry.<\/em><\/p>\n\n\n\n

She discusses the consequences of strict regulations, as well as the often-undervalued importance of partnerships in emerging markets. Chilingaryan emphasizes that support from betting companies plays a crucial role in shaping the future of sports.<\/em><\/p>\n\n\n\n

\u2014 Sponsorship has become central to the relationship between betting operators and sport. From your perspective, what makes a partnership truly valuable for both sides?<\/strong><\/p>\n\n\n\n

\u2014 At the core of any collaboration is its purpose, one that should serve both sides. Truly valuable partnerships between sports and gaming operators are not just about visibility or sponsorship fees; they are built on a shared vision. That\u2019s when the outcomes become more tangible.<\/p>\n\n\n\n

To make this clearer, let me give an example: Totogaming\u2019s partnership with Romanian club CFR Cluj<\/strong> 2024\/25 season. CFR Cluj is a football team with decades of history, and over the years it has become Romanian champion eight times. It was within this championship drive that Totogaming and Cluj found each other. The philosophy of striving for victory and the vision behind it were aligned. Both brands had already shown through their journeys that champions are not born, they are made. That idea became the foundation of our partnership, and that\u2019s how we began building it.<\/p>\n\n\n\n

Without such an ideological approach, a collaboration risks turning into nothing more than a set of contractual obligations carried out automatically. <\/p>\n\n\n\n

\u2014 TotoGaming operates in a fast-growing market. How do local sporting cultures influence the way you approach sponsorship deals compared to more mature regions?<\/strong><\/p>\n\n\n\n

\u2014 TotoGaming operates in both Armenia and Romania, but within the scope of this question, I\u2019ll focus on the Armenian reality. <\/p>\n\n\n\n

In Armenia, the gaming sector is under strict limitations, and these restrictions also extend to sports. By this, I mean a complete ban on any form of involvement of betting companies in sports. You can imagine the negative consequences this has had on the prospects for sports development. Also this brings to monopolisation of sports sponsorship fled by one big company, as in expanding markets sport do not have big choice. <\/p>\n\n\n\n

Another side effect is the monopolisation of sports sponsorship by a single large company. In emerging markets like Armenia, sport does not have a wide range of potential partners, so when restrictions eliminate competition, clubs and federations are left with very limited choices.<\/p>\n\n\n\n

Before these restrictions, TotoGaming had already become the sponsor of five football clubs in Armenia. This support was highly valuable for Armenian football teams. Beyond financial backing, it also helped establish the right culture of cooperation, where both sides delivered quality work, and athletes gained experience with personal sponsorships. Today, the reality is different: all areas of sport have lost significant sponsorship opportunities due to the ban, which directly impacts the environment for growth.<\/p>\n\n\n\n

Of course, a responsible approach to regulation is necessary and we fully recognise that. But a total restriction cannot lead to positive results. The outcome is that Armenian sport today is in great need of large-scale sponsorship partnerships. And here I\u2019m not only speaking about football, which is already so popular and widespread. I mean tennis, basketball, and even Armenian hockey, all of which have been deprived of important support. <\/p>\n\n\n\n

Can the points I\u2019ve mentioned be considered relevant to the question raised? Yes, they are. Large-scale sponsorship programs with betting operators help create the right environment for sports, fostering a sponsorship culture that is currently so lacking.<\/p>\n\n\n\n

\u2014 Some critics argue betting brands dominate the sponsorship landscape. Do you think this concentration is sustainable, or will sports need to diversify revenue streams?<\/strong><\/p>\n\n\n\n

\u2014 I believe the presence of betting brands in the sports sponsorship landscape is completely normal and natural. It\u2019s also no secret that, for sports, the involvement of betting operators in sponsorship agreements is simply a necessity. <\/p>\n\n\n\n

In my opinion, the real priority is not diversifying revenue streams, but improving the quality and content of sponsorships.<\/p>\n\n\n\n

Today, many of these collaborations already highlight responsible gaming messages and CSR projects. This kind of approach should become the standard. Of course, diversification is always healthy in the long term, but betting operators remain among the most reliable and committed partners for sport today. The future lies in partnerships that go beyond logos and finances, becoming platforms for education, community engagement, and the promotion of responsible gaming.<\/p>\n\n\n\n

\u2014 Visibility is one thing, but storytelling and activation are another. How do you ensure sponsorships move beyond logos and deliver genuine engagement with fans?<\/strong><\/p>\n\n\n\n

\u2014 As you may have gathered from my previous answers, I consider storytelling a very important component of such partnerships, because people connect with human stories. That\u2019s why back in 2021, when Totogaming was the sponsor of Ararat<\/strong> Yerevan football club, we also closely collaborated with player Davit Manoyan.<\/strong> This partnership went beyond the Totogaming x Ararat Yerevan sponsorship and extended into our CSR initiatives. <\/p>\n\n\n\n

Davit became actively involved in Totogaming\u2019s \u201cPower Has No Gender\u201d campaign, which was aimed to encourage and empower women in sport. He played a central role, including presenting trophies to the winners during the 2022 and 2023 award ceremonies. The moment you find an athlete who can embody and communicate the brand\u2019s vision and purpose to the audience, sponsorship stops being only about logos.<\/p>\n\n\n\n

When it comes to activations, even in today\u2019s online era, offline activations still hold their ground. They may engage fewer people compared to digital campaigns, but those people truly get to interact with the brand, experience it firsthand, and come away with a deep understanding of it. <\/p>\n\n\n\n

\u2014 Emerging markets are often seen as the next frontier for sports growth. What role can betting sponsorships play in helping leagues and clubs professionalise in those regions?<\/strong><\/p>\n\n\n\n

\u2014 In developing markets, sport especially needs attention and sponsorship, and collaborations with betting operators can have a serious impact on the growth of specific sport disciplines. In Armenia, for example, before the restrictions, betting companies were actively sponsoring basketball. It was during that period that this sport experienced some of its best years in decades. The women\u2019s team Hatis stood out with its victories, a rare phenomenon in the Armenian sports landscape. We all understand that quality sport requires financial investment.<\/p>\n\n\n\n

The same applies to sports venues. Where government funding is insufficient, private investment steps in. Yet in developing markets, the construction, maintenance, and upgrading of sports venues to international standards often receives little attention. Among the few who do step forward are betting operators. Internationally, it is common practice for an operator to invest in building a fully equipped stadium from scratch, maintain it annually, and in return, give it the operator\u2019s name. <\/p>\n\n\n\n

Looking back at what such an approach can change in a country\u2019s sporting ecosystem, it becomes unnecessary to even argue about the importance of these partnerships. The impact speaks for itself.<\/p>\n\n\n\n

\u2014 From a communications standpoint, what\u2019s the biggest misconception about betting sponsorships that you\u2019d like to challenge?<\/strong><\/p>\n\n\n\n

\u2014 What concerns me most is the advertising of unlicensed betting. And unfortunately, today that advertising is everywhere, even within sports sponsorships. In such cases, all forms of responsible approaches and conceptual communications become irrelevant. What we see instead is black-market positioning, where sport is often used simply as a vehicle for visibility in a given region.<\/p>\n\n\n\n

This issue has a direct impact on the entire industry. Licensed companies, that operate within the law, work hard to earn users\u2019 trust and to position betting as a form of entertainment. Yet their efforts are undermined when unlicensed operators are allowed to use sport for exposure without any accountability.<\/p>\n\n\n\n

That\u2019s why I believe sport must adopt the right approach toward partnerships with betting operators. Otherwise, we face two equally harmful extremes: either banning all collaborations with betting brands, or engaging with unlicensed ones. Both approaches lead to the same negative outcomes.<\/p>\n\n\n\n

\u2014 You\u2019ll be speaking on the \u2018Game Changers\u2019 panel at SBC Summit Tbilisi. What message are you most keen to share with sports business leaders in the audience?<\/strong><\/p>\n\n\n\n

\u2014 To truly be a game changer, a partnership must be built on a strong concept and the right messaging. You can have a very powerful collaboration, with a high-profile sports club or athlete, and still the outcome may not be impressive if the core messages are not properly highlighted or communicated.<\/p>\n\n\n\n

When you\u2019re working inside a brand, it may sometimes feel as though your key messages have already been heard too many times, or that people are tired of them. But once you step outside of the brand bubble, you realise that is not the case. If you have an important, impactful message within a sponsorship, don\u2019t hesitate to repeat it.<\/p>\n\n\n\n

Don\u2019t forget to subscribe to our Telegram channel!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

As restrictions on betting sponsorships continue to tighten across global sports, the perspective of the operators themselves often remains overlooked. In an exclusive interview with Insider Sport, Aelita Chilingaryan, PR and Communications Manager at TotoGaming, offers a rare and candid inside view of how these changes are impacting the industry. She discusses the consequences of […]<\/p>\n","protected":false},"author":10,"featured_media":11091,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[5,565,1,564,29],"tags":[14260,79,884,14259,2009,2211,1658,175,1479,6355,1979,2002,950],"class_list":["post-11090","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gambling","category-interview","category-news","category-slider","category-stories","tag-aelita-chilingaryan","tag-armenia","tag-bookmakers","tag-davit-manoyan","tag-insider-sport","tag-interview","tag-responsible-gaming","tag-romania","tag-sbc-summit","tag-sports-marketing","tag-sports-sponsorship","tag-tbilisi","tag-totogaming"],"yoast_head":"\nTotoGaming: Betting Companies Play a Key Role in the Development of Sports - SBC EURASIA EN<\/title>\n<meta name=\"description\" content=\"Aelita Chilingaryan, PR and Communications Manager at TotoGaming, offers a rare and candid inside view of how these changes are impacting the industry.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sbceurasia.com\/en\/2025\/10\/13\/totogaming-betting-companies-play-a-key-role-in-the-development-of-sports\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TotoGaming: Betting Companies Play a Key Role in the Development of Sports - 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