SBC News Voice of the Sports Betting Industry
Kindred Group Plc flagship European sportsbook property Unibet has confirmed that it has expanded its sponsorship agreement with French Ligue 1 champion PSG, running until the 2023 campaign.
The expanded arrangement sees Unibet enter PSG’s ‘third level partnership tier‘. Sponsorship terms will include increased branding opportunities within the US and Australia key new market territories for Unibet, plus enhanced PSG media rights within Europe, further promoting the Unibet brand to more than 80 million fans worldwide.
Kindred Group’s general manager for France, Mathieu Drida emphasised: “We are delighted to broaden our partnership with Paris Saint Germain and take it to an even wider audience across the world. Since the start of last season, we have engaged in major communication campaigns that have proved very successful with football fans.
“We firmly believe that by extending our agreement with Paris Saint-Germain we can strengthen our position in France and promote the Unibet brand in Europe and beyond.”
The original partnership, announced in June 2018, was valued at $3.5m a year. Any new specific terms and conditions have not yet been disclosed. However, Unibet will likely benefit from the growing exposure the company will garner over the next few years.
The firm’s latest extension comes after they were announced as the eighth and final sponsorship package for the men’s and women’s European Handball Federation Euro 2020 event last month.
PSG’s chief partnerships officer, Marc Armstrong, said: “We are very pleased that Unibet have shown their faith in us by choosing to extend and enhance their partnership with the club. This decision shows how relevant and effective our alliance is.
“We share the common goal of breaking the boundaries of sport and playing a part in the everyday lives of football fans.
“The results to date motivate us to continue to build on these efforts and offer fans ever more engaging experiences.”
