Sport

News about sports business

Betano nets Benfica sleeve sponsorship

Betano has secured a three-year sponsorship arrangement with Portuguese football club SL Benfica, gaining kit marketing, digital assets and activations as part of the deal. The primary marketing opportunity which will be leveraged by Benfica under the terms of the partnership is that the Kaizen Gaming brand will become the first sleeve partner of the Primera Liga team, covering both domestic …

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Esports Technologies joins ESIC integrity charter 

Esports Technologies has joined the anti-corruption charter led by the Esports Integrity Commission (ESIC), which aims to eliminate match-fixing and corruption from all levels of professional esports.  Las Vegas-based Esports Technologies is one of the fastest-growing suppliers of esports-customised wagering platforms, data API feeds and odds/risk management solutions. Last April, it became the first dedicated esports wagering systems provider to …

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Admiral Sportwetten continues Austrian football dominance

Austiran operator Admiral Sportwetten has continued to dominate the sports sponsorship space in its home market, linking with FC Red Bull Salzburg. Running until 2023, the new contract sees Admiral replace bet-at-home, which had been the official partner of the Die Roten Bullen since 2018. “It is with great pleasure that we are starting our new partnership with the Austrian …

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1account rides with racing prodigy Tom Marquand promoting ID safety

1account has recruited racing prodigy Tom Marquand as new brand ambassador, promoting the importance of maintaining digital IDs safety to users and wider business. Recognised as UK racing’s hottest prospects, Marquand rode 147 winners during the 2020 season and secured two Group-1 wins on Addeybb and a first Classic victory on board Galileo Chrome in the St Leger at Doncaster. …

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Playbetr enhances LatAm profile with PSG deal

Playbetr has partnered with French football club Paris St Germain (PSG), with a focus on promoting the team in the Latin American market. The three-year agreement between the club and the South American operator – which specialises in providing cryptocurrency sports betting, casino and B2B products and solutions – will see Playbetr benefit from marketing and branding rights. Playbetr will …

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Betway becomes first betting partner of Springboks Rugby 

Betway has signed a ground-breaking agreement with South African Rugby (SA Rugby) to become an ‘associate partner’ of the Springboks national team.  Securing a three-year partnership, Betway has become the first betting operator to partner with SA Rugby – an agreement that will see its brand promoted on the matchday shorts of the Springboks from September onwards. SA Rugby Chief …

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HappyBet boosts European profile with AC Milan link

Italian sports betting operator HappyBet has partnered with AC Milan, becoming the official betting partner of the Serie A club in Germany and Austria. The betting subsidiary of the Snaitech group, one of the leading incumbents in the Italian betting and gaming sector, HappyBet has detailed its commitment to place innovation ‘at the heart of the collaboration’. Under the terms …

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UK Racing’s bloodstock rights strengthened by new BIF code of practice

The British Horseracing Authority (BHA) has confirmed that a new ‘Bloodstock Industry Code of Practice’ will be incorporated into the rules of UK racing as of 16 August. The Code has been developed by the newly established Bloodstock Industry Forum (BIF), which was tasked with updating the rules and practices on the buying and selling of horse bloodstock rights – …

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Bwin secures sponsorship extensions with five German clubs

Bwin has extended its sponsorship arrangements with five German Bundesliga clubs, maintaining a strong foothold in the country’s sports betting sector. Each deal will now run for a further three seasons until 2023/24, with the Austria-based Entain brand continuing to serve as the exclusive sports betting partner of Borussia Dortmund, FC Cologne, St Pauli, Dynamo Dresden and Union Berlin. “It’s …

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Serie A secures UK coverage with BT Sport deal

Italy’s Serie A will be covered on BT Sport in the UK, following a deal between the league and the subscription-broadcaster. The three-season contract will see BT Sport conduct live broadcasts of all Italian top-flight matches until 2024, beginning on 21 August. Every match will be broadcast on the opening round of fixtures, whilst at least five live games shown …

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