SBC News Voice of the Sports Betting Industry
MaxBet, the Balkan market subsidiary of Flutter Entertainment, has announced its ‘biggest sponsorship agreement ever’ – becoming the principal sponsor of FK Partizan Belgrade.
As reported by the Serbian media, MaxBet has agreed to terms on a €5.5m deal to become the ‘general sponsor’ of FK Partizan Belgrade for the next three and a half years.
The deal sees MaxBet replace Serbian telecoms provider MTS as the official shirt sponsor of FK Partizan. General manager, Miloš Vazura, expressed his excitement about the partnership: “We are extremely pleased to have MaxBet as our general sponsor.
“This is a good sign for our club, and we believe that in the next period, both our club and MaxBet will be champions of their game.”
Dealmakers announced that MaxBet would support FK Partizan’s civic and grassroots initiatives, promoting access to football across all Serbian communities.
“We are thrilled to partner with Partizan and to support Serbian sports in general,” said Savo Bakmaz, General Manager of MaxBet. “This sponsorship agreement is an important step for us as we continue to build new partnerships and expand our operations.”
2023 saw Flutter Entertainment’s international unit acquire a majority 51% stake in MaxBet Kladionica for €141m. The investment helped Flutter expand its presence in the fast-growth Balkans region, in which its international unit targets ‘gold positions’ in the markets of Serbia, Croatia, and others, dependent on regulatory terms.
2024 will see the MaxBet technology platform and systems enhanced by the Flutter Edge programme, to maximise MaxBet’s local presence, which expands across 400 retail outlets in four different markets, with an estimated 20% share in the online market in Serbia, and 95,000 online average monthly players.
