Sport

News about sports business

HappyBet boosts European profile with AC Milan link

Serie A, AC Milan

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 …

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UK Racing’s bloodstock rights strengthened by new BIF code of practice

SBC News UK Racing’s bloodstock rights strengthened by new BIF code of practice

The British Horseracing Authority (BHA) has confirmed that a new ‘Bloodstock Industry Code of Practice’ will be incorporated into the rules of UK racing as of 16 August. The Code has been developed by the newly established Bloodstock Industry Forum (BIF), which was tasked with updating the rules and practices on the buying and selling of horse bloodstock rights – …

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Bwin secures sponsorship extensions with five German clubs

SBC News Bwin secures sponsorship extensions with five German clubs

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 …

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Serie A secures UK coverage with BT Sport deal

SBC News Serie A secures UK coverage with BT Sport deal

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 …

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Parimatch inks three-year partnership with Chelsea FC

SBC News Parimatch inks three-year partnership with Chelsea FC

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’, …

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Holland Casino steps forward as Dutch football’s responsible gambling partner

SBC News Holland Casino steps forward as Dutch football's responsible gambling partner

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 …

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Casumo continues to benefit from marketing opportunities with Reading FC

SBC News Casumo continues to benefit from marketing opportunities with Reading FC

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 …

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BGC pledges to ‘maintain momentum’ on safer betting ahead of football restart

football fans white paper

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 …

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Hollywoodbets takes ‘exciting step’ with Brentford sponsorship expansion

SBC News Hollywoodbets takes ‘exciting step’ with Brentford sponsorship expansion

Hollywoodbets has announced the  ‘exciting step’ of an extension of its agreement with Brentford FC, as the partners both make their debut Premier League appearances later this month. As a result of the expansion, South Africa-based Hollywoodbets will become the front-of-shirt sponsor of the West London team, having served as the club’s back-of-shirt sponsor since November 2020. “After last season’s …

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Royal Calcutta Turf Club to broadcast UK and IRE fixtures powered by RMG 

SBC News Royal Calcutta Turf Club to broadcast UK and IRE fixtures powered by RMG 

UK and Ireland horse racing fixtures have secured breakthrough coverage for the Indian market via a new media rights distribution deal struck between Racecourse Media Group (RMG) and the Royal Calcutta Turf Club (RCTC).  The ground-breaking deal will see the heritage RCTC racetrack enable its visitors to watch and bet on fixtures broadcast by RMG of 34 UK racecourses and …

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