GVC Holdings‘ European flagship sportsbook property bwin has been confirmed as the new betting partner of the Belgian Pro League and Eleven Sports for the next three seasons.
The deal will cover the Jupiler Pro League, D1B and the Supercup, with the online operator also becoming the rights holder of the national betting streaming rights to the Pro League, broadcast by Eleven Sports.
Steven Cartigny, Commercial Head of bwin Benelux & ROW, said: “bwin is extremely proud to become the exclusive betting partner of the Jupiler Pro League and Eleven Sports for the next three seasons. Thanks to its European sponsorship strategy, bwin has become a fixed value in the online sports and casino world. We also want to build a strong presence in Belgium.
“bwin has already set up a successful partnership with the German Football Association and Bundesliga 3. As a result of this positive experience, we now continue to focus on Belgian football. Belgium is a breeding ground for talented football players, who are doing a great job worldwide.
“That’s why all eyes are increasingly focused on our national Jupiler Pro League. In partnership with Eleven Sports, we want to boost the awareness of Belgian football and introduce viewers to our bwin betting platform in a confidential and responsible way.”
Through this new partnership, bwin, the Pro League and Eleven Sports have also committed to a ‘shared vision on the responsible use of betting services’.
Guillaume Collard, Managing Director Eleven Sports Belgium and Luxembourg, added: “We welcome bwin to the ‘Home of Belgian Football’, our innovative project for Belgian football. We look forward to working together to champion bwin’s offering in a way that promotes responsible entertainment to fans.”
Pierre François, CEO of the Pro League, concluded: “Games of chance and betting can add an extra dimension to the football experience. However, each partner is aware of the risks of irresponsible behaviour. That’s why we are all committed to minimising the risks, each in his own role.
“In this partnership, bwin, the Pro League and Eleven Sports will focus on an overall prevention policy, the protection of players and the integrity of football as a whole. This cooperation will be measured at any time against the goals and best practice set out in the cooperation agreement between the Pro League and the Gaming Commission.”