The Betway Group has agreed to become the Bundesliga football club Eintracht Frankfurt FC’s “official betting partner” for a three-year period.
During Bundesliga matchdays, the Betway brand will be featured on both the LED displays and the cam carpets at the 51,500-seat Deutsche Bank Park stadium.
Betway, which is owned by the Super Group, continues to raise its sponsoring profile in Germany’s newly re-regulated sports betting market, which began on July 1 with the inauguration of the new GlüNeuRStv regime by Germany’s 16 federal states.
Following Betway’s recent arrangement with FC Schalke 04, the Gelsenkirchen giant playing in the Bundesliga 2 tier after relegation last season, Eintracht becomes the second German football team to partner with the bookmaker.
Most recognised football leagues globally
Betway’s CEO, Anthony Werkman, stated: “We’re excited to be partnering with Bundesliga club Eintracht Frankfurt, in a multi-year agreement.
“Bundesliga is one of the most recognised football leagues globally; therefore, it will be a great privilege to see the growing presence of the Betway brand at the Deutsche Bank Park stadium.
“With the team again qualifying for the Europa League, the Betway brand will receive exposure across the continent. We’re also looking forward to working closely with the club and delivering exciting content to their loyal fanbase.”
The Eintracht agreement, like other Betway partnerships, will place a strong emphasis on content development in order to ‘bring fans closer to the action than ever before.’
Eintracht Frankfurt has qualified for the Europa League for the second year in a row, offering Betway further European exposure as part of their relationship.
Axel Hellmann, Spokesman of the Board of Eintracht Frankfurt Fußball AG added: “We are entering into a strategic partnership with Betway in a difficult phase, which makes it even more significant.
“Betway wants to expand its business not only throughout Germany but also in the Rhine-Main region in particular.
“We are pleased that we will make a positive contribution to Betway’s further growth with our emotions and brand strength around our club.”