While political opposition to betting operators sponsoring sports teams has increased in some parts of Europe, one betting company has defied the trend by forming a new link with German football.
Online gambling firm Betway has confirmed that they have inked a new deal to be the exclusive sport betting partner of Bundesliga side Hertha Berlin that is set to run for three years. According to Betway, the partnership, which was brokered by the Sportfive agency, shows their commitment to the German betting market and to the Bundesliga.
Speaking about the deal, the CEO of Betway, Anthony Werkman, said that it represented a deepening of their already existing relationship with German football:
“Our brand is well known among football fans in Germany, with our range of partnerships held in the top two divisions of the Bundesliga over the last few seasons. This is a fantastic opportunity for us to showcase our product to fans of one of the oldest and well-established clubs in the country.”
A significant part of the new deal will involve digital communication, as in addition to the presence of Betway’s branding on the LED-boards at the Olympiastadion, Betway will be increasingly represented on Hertha Berlin’s social networks, as well as the club’s homepage and the Hertha Berlin app.
The club’s managing director, Ingo Schiller said that Betway was a familiar face in the European betting market and a reliable partner for football. He added that the club appreciated their commitment to Hertha at a difficult time in the sports and betting industries.
Speaking for Sportfive, Thorben Jess said that although the coronavirus pandemic had created a tough climate, they were happy to have brought the two organisations together. He added that Betway would benefit from their relationship with another long-standing German football institution, and that they would be able to enjoy many beneficial opportunities through the deal.