Betway secures three-year premium partnership with Schalke 04

Betway has further enhanced its marketing in the sports space, signing a three-year agreement with German football club FC Schalke 04.

Under the terms of the agreement, Betway will become the new premium partner of the Bundesliga team, benefiting from branding and advertising around the Veltins Arena in Gelsenkirchen for the next three seasons.

“It’s a great honour to be partnering with FC Schalke 04, one of the most recognised names in German football,” said Maik Brodowski, Head of Marketing for Germany at Betway: 

“We look forward to supporting the club and their ambitions to work their way back to the Bundesliga. In the following years, the premium partnership provides Betway with extensive advertising and marketing rights.” 

Commencing on 1 July, the partnership is the latest in a series of agreements that has seen Betway establish its marketing presence across both real-world sports and esports.

The operator has notably boosted its branding in tennis in recent months, having recently incorporated the Hamburg Open into its sponsorship portfolio, joining the Miami Open, Noventi Open and the Mercedes Cup.

Additional sports partners include Surrey County Cricket Club and the esports team of French football club Paris Saint-Germain – PSG.LGD – whilst the firm has significantly enhanced its standing in the burgeoning US market by partnering with the National Hockey League (NHL).

Commenting on the club’s agreement with Betway, Alexander Jobst, Schalk 04 Board Member for Marketing, Sales and Organisation, added: “Together with Betway we agreed on a long-term partnership, which guarantees us security through the new legal regulation of gaming in Germany. We are delighted to have gained a strong partner in Betway in this everchanging competition.”

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