SBC News Voice of the Sports Betting Industry
Snaitech subsidiary Happybet has become the principal betting partner of Sport1, Germany, and DACH markets’ free-to-air sports broadcaster.
Declared as a long-standing commitment, Happybet has begun its sponsorship of Sport1 programming, which includes fixtures and highlights of the UEFA Euro 2024 championships hosted in Germany.
The partnership is launched with Happybet, promoted as the “Partner of Sport1” across the broadcasters’ program, which will cover over 60 sports events in the remainder of 2024.
Sport1 is the principal TV channel of Sport1 Medien AG, providing a free-to-air sports service in the DACH markets of Germany, Switzerland, and Austria.
Launching Happybet on its TV platform, Sport1 will air testimonials by news anchor Ruth Hofmann, promoting Happybet as a trusted partner for Sport1 audiences.
Dealmakers informed: As part of the collaboration, the gaming offer will be integrated into selected Sport1 formats, with an extensive advertising campaign in target group-oriented and high-reach advertising environments on all of Sport1’s TV, digital, audio, and social media channels.
Happybet, in turn, wants to use the popularity of the Sport1 brand for marketing and customer loyalty measures.
The partnership marks Playtech-owned Snaitech’s biggest commitment to the German market, having acquired Happybet in 2022, taking control of the 200 betting points in Germany and Austria.
Snaitech CEO Fabio Schiavolin branded the partnership as transformative for Happybet to reach new audiences and a “further milestone on our path, which we embarked on in July 2022 with the acquisition of the Happybet brand.”
