Betway has signed a three-year extension to remain as the sponsor of the Croky Cup, Belgium’s most prestigious knockout football competition.
SV Zulte Waregem (2017) and Standard de Liège (2018) lifted the trophy in Betway’s opening two years of sponsorship, and the leading online bookmaker will now remain as the tournament’s official betting partner up to and including the 2020-21 competition.
Betway’s Anthony Werkman said: “The Croky Cup sponsorship worked very well for us in its opening two years and we’re delighted to remain as the sponsor for the next three competitions.
“Having introduced Betway to football supporters in Belgium with our first two years of sponsorship, a further three years as the tournament’s official betting partner will hopefully lead to increased brand awareness and exposure in the region.”
Pierre François, CEO of the Belgian Pro League, added: “The Pro League, in charge of marketing the Belgian Cup, found in Betway a reliable betting partner and we are therefore pleased that they have agreed to an extension.
“It’s a great competition, which is characterised by the confrontation between professional clubs and amateur clubs and the possibility of upsets and underdog stories.”
The renewed makes up only a small part of Betway’s ambitious sponsorship programme, with deals signed with German clubs Hannover 96 and Fortuna Dusseldorf and Spanish La Liga outfit Deportivo Alavés in the past two months alone.