Football

Betano has secured a three-year sponsorship arrangement with Portuguese football club SL Benfica, gaining kit marketing, digital assets and activations as part of the deal. The primary marketing opportunity which will be leveraged by Benfica under the terms of the partnership is that the Kaizen Gaming brand will become the first sleeve partner of the Primera Liga team, covering both domestic …

Austiran operator Admiral Sportwetten has continued to dominate the sports sponsorship space in its home market, linking with FC Red Bull Salzburg. Running until 2023, the new contract sees Admiral replace bet-at-home, which had been the official partner of the Die Roten Bullen since 2018. “It is with great pleasure that we are starting our new partnership with the Austrian …

Playbetr has partnered with French football club Paris St Germain (PSG), with a focus on promoting the team in the Latin American market. The three-year agreement between the club and the South American operator – which specialises in providing cryptocurrency sports betting, casino and B2B products and solutions – will see Playbetr benefit from marketing and branding rights. Playbetr will …

Italian sports betting operator HappyBet has partnered with AC Milan, becoming the official betting partner of the Serie A club in Germany and Austria. The betting subsidiary of the Snaitech group, one of the leading incumbents in the Italian betting and gaming sector, HappyBet has detailed its commitment to place innovation ‘at the heart of the collaboration’. Under the terms …

Bwin has extended its sponsorship arrangements with five German Bundesliga clubs, maintaining a strong foothold in the country’s sports betting sector. Each deal will now run for a further three seasons until 2023/24, with the Austria-based Entain brand continuing to serve as the exclusive sports betting partner of Borussia Dortmund, FC Cologne, St Pauli, Dynamo Dresden and Union Berlin. “It’s …

Italy’s Serie A will be covered on BT Sport in the UK, following a deal between the league and the subscription-broadcaster. The three-season contract will see BT Sport conduct live broadcasts of all Italian top-flight matches until 2024, beginning on 21 August. Every match will be broadcast on the opening round of fixtures, whilst at least five live games shown …

Parimatch Tech has expanded its sports sponsorship portfolio by signing a partnership with Chelsea FC covering the next three-seasons. Under the terms of the agreement, Parimatch will leverage digital, social and logistical assets to create mutual branding opportunities for both itself and the 2020/21 UEFA Champions League holders.. In addition to utilising the West London club’s ‘bold and ambitious brand’, …

Holland Casino will serve as the ‘responsible gambling partner’ of Dutch football’s Eredivisie and Keuken Kampioen leagues, undertaking its biggest social responsibility commitment to date. The partnership was agreed with the Eredivisie and its principal broadcaster ESPN Netherlands and will focus on promoting Holland Casino’s responsible and controlled gambling messages to Dutch football audiences. The Eredivisie will begin its 2021/2022 …

Casumo has enhanced its sponsorship arrangement with EFL Championship club Reading FC, continuing to benefit from branding and marketing initiatives. The extension of the initial two-year principal partnership will see the Malta-based online casino operator – which acquired a UK sportsbook licence last year – continue to serve as an official key partner of the Berkshire-based club.  Additionally, Casumo branding …

As the new English football season gets underway this evening, the Betting and Gaming Council (BGC) has pledged to ‘maintain the momentum’ on safer betting and player protection initiatives. This will include the continuation of measures, aimed at ensuring safe betting and protecting younger audiences, such as a pre-9pm watershed whistle-to-whistle ban on TV betting advertising from five minutes before …