Betway has strengthened its marketing position in the tennis world by signing a sponsorship deal with the European Tour, an ATP Tour event.
The contract adds on Betway’s past ties with the Generali Open, Nordea Open, Miami Open, Hamburg Open, Noventi Open, and the Mercedes Cup, and represents an extension of the SuperGroup-owned and Malta and Guernsey-based operator’s sponsorship portfolio of premier tennis events.
Betway’s CEO, Anthony Werkman, stated: “We are delighted to announce a partnership deal with The European Open, Belgium’s only ATP Tour Event.
“The tournament is still in its infancy but has already had some major names on its roll of honour. We’re looking forward to supporting the competition as it grows into a leading event on the ATP Tour.”
Gaining brand recognition
Betway will benefit from the arrangement by gaining brand recognition and exposure during the six-day event, which will take place in Antwerp, Belgium, from October 19 to 12. Andy Murray, Jo-Wilfried Tsonga, and Kyle Edmund are among the notable prior champions of the tournament.
Juan de Dios Aguirre, partner of Tennium, the company that runs the European Tour said: “Since the beginning of the tournament, in 2016, we have been working hard on improving the different aspects of the organisation to give fans a top experience and to increase the value of our advertising assets.
“We are proud of this agreement, that comes with a leading company in the sector, with scrupulous compliance of industry regulations.”
Betway has tried to increase its marketing footprint in a variety of sports outside of tennis, most recently becoming the worldwide betting partner of LaLiga winners Atletico Madrid earlier this month.
The South African national rugby union squad, German football clubs VfB Stuttgart, Eintracht Frankfurt FC, and Schalke 04, and the National Hockey League are among the other tournaments, leagues, and regulatory bodies that have worked with the firm.