16th November 2001 Sportingbet backs Panlogic for partnership marketing Sportingbet PLC has recently appointed interactive marketing and advertising company Panlogic to develop its online private partnership programme through its specialist division Panprofit (www.panprofit.co.uk). Partnership marketing, whilst similar to public affiliate programmes in the sense that payment is largely commission driven, targets a smaller and more select number of partner web sites. This allows brand control, creative integration and increases the opportunities for a more personalised approach. Panprofit's programme uses the iChannel software that delivers very sophisticated tracking, data mining and dynamic co-branding. This technology supports the development of more strategic relationships between web sites. Panlogic, through Panprofit, is the only agency to have a license on this best of breed technology. Panprofit is looking to establish key partnerships within the Sports, Betting, Casino and Leisure sectors. Partnerships have already been established with the likes of Virgin.net and Granada Media. Due to the global nature of betting Panprofit has extended its recruitment to outside the UK, Key markets include Continental Europe, South East Asia and Asia. The programme will be continuously optimised to ensure partner web sites maximise their customer conversions and therefore profitability. Partner web sites will leverage the programme to include promotions, editorial, newsletters and sponsorship. Matt Jellicoe, Marketing Director at Sportingbet, said 'We had been running our own internal partnership programme but wanted to benefit from Panprofit's campaign expertise as well as the iChannel platform. This will allow us more sophisticated reporting and integration with our partner web sites. William Wemyss, Director at Panlogic, remarked 'After the recent client wins of Honda, BTopenworld and Thomson Travel we are delighted to have such a significant online brand as Sportingbet join the platform. We expect the technology to provide real value added benefits to their partnership marketing programme.' << BACK