SBC News Voice of the Sports Betting Industry
Betway has added another sports tournament to its portfolio of partnerships, signing an extension with Belgium’s Croky Cup knockout football competition.
The multi-year partnership will see Betway secure branding and marketing across LED perimeter billboards at stadiums hosting Croky Cup matches from Round 32 until the final game, whilst also gaining activation rights across the tournament’s channels.
One of the Super Group-owned brand’s longest running partnerships, the collaboration between Betway and the Croky Cup has been in place since 2016 and gains exposure for the operator via broadcasts on Belgium free-to-air television.
“The Pro League has been a fantastic partner of ours for five years and we’re delighted to extend our partnership of the Croky Cup,” said Anthony Werkman, CEO of Betway
“The Cup has had five different winners in the last five years and continues to be an exciting competition in Belgian football. While there have been no crowds for the past two finals, we’re looking forward to hopefully seeing the return of fans for the 2021-2022 edition.”
The extension of its contract with the Croky Cup marks a continuation of Betway’s sports focused marketing, with the Malta and UK-registered firm also maintaining partnerships with West Ham United and Atletico Madrid, as well as the National Hockey League (NHL) and a number of esports and tennis agreements.
Leander Monbaliu, Pro League CBO, remarked: “This extension is a confirmation of the success story of the long-standing partnership between Betway and Pro League for the Cup, an exciting competition marked by heroic underdog wins and unexpected defeats leading to the much anticipated cup final. We look forward to continuing this great story with Betway.”
