Not sure if this helps but when I was with Nine.com we tried to introduce Soccer into our marketing efforts to bring in UK players and give our existing player base more sports betting options.
The result was that our current data base did not cross over and we were unable to capture the UK players. Was it because we were competing with companies like Bet365, was it because Nine was managed by Americans and the site was written and read as a US facing brand, was it that we did not have a marketing manager that understood the UK market and how to take us into that direction?