Betsson becomes title sponsor of Greece’s AEK BC in expanded deal

Betsson has extended its sponsorship of Greek Basketball League team, AEK BC, in a further expansion of its sports marketing efforts in the country. 

As the collaboration enters its third consecutive season, the Nasdaq-listed online gambling company will remain on the front of the team’s kit as the club marks 100 years of activity.

Significantly, AEK BC has also revealed that it will be renamed as AEK Betsson BC, falling in line with the operator’s Greek marketing strategy of diversifying its range of sports partners. 

“The two strong brands join forces again, signing a historic naming agreement, which is a starting point for new conquests, always guided by shared values, a sense of rivalry and healthy competition, and aiming at corporate responsibility initiatives with a social stamp,” the club said in a statement.

Thanos Marnos, Betsson’s Managing Director for Greece, has previously highlighted how Betsson’s sports-centred marketing has proven a big hit for the firm in carving out a local brand image.

Speaking to SBC Leaders Magazine, Marnos explained that the company adopted an approach of ‘doing things differently’ by avoiding one large single sponsorship and instead diversifying across seven different tournaments and clubs. 

Notable examples he highlighted are the Betsson WRC Rally Acropolis and the Betsson Super League 2, as well as an amateur club – which Betsson was the first in Greece to do so, working with two influencers.

“The Super League 2 partnership goes with the nature of our brand from market entry,” he continued. “There are big established players here, and at the time we were a challenger brand, and wanted to challenge the status quo, gain significant market share and make an impact.”