SuperBet Agrees Belgium’s Napoleon Sports & Casino Acquisition

Superbet has agreed to buy Napoleon Sports & Casino in Belgium, in a deal that the gaming and betting company believes will help it expand its recent expansion and global ambitions.

The acquisition has a “compelling strategic and financial rationale,” according to the corporation, which will allow Superbet to broaden its CEE emphasis and accelerate online business development.

Tim de Borle, Napoleon Sports & Casino CEO said: “We are very excited to be joining Superbet Group on a mission to offer the best sports and gaming entertainment to millions of users.

“The fact that Superbet and Napoleon are both data-driven and entrepreneurial companies focused on delivering innovative on and offline entertainment for our players, makes me confident that this a perfect match. 

“At Napoleon, we look forward to embarking on this next chapter of thrilling projects and international experience. Finally, I’d like to express our gratitude to Waterland for their support in the past six years.”

Prior to acquiring Napoleon Sports & Casino, Superbet acquired a 60 percent share in online casino operator Lucky7 in order to extend its online gambling presence. In 2019, Blackstone Group made a €175 million minority investment in the firm because of its worldwide vision.

Delivering global expansion plan

Johnny Hartnett, Superbet Group CEO said: “Napoleon’s core market and brand positioning in Belgium represents the ideal acquisition opportunity to deliver on our global expansion plan.

“It also delivers on our growth strategy of bringing in additional revenues from regulated markets with a strong online profile. Additionally, we’re looking forward to welcoming a hugely experienced and talented team to the Superbet family, who we believe are exceptionally well placed to deliver on market share gains in Belgium and beyond.”

Napoleon Sports & Casino has been held by Waterland Private Equity Investments, a pan-European investment fund, for the previous six years.

Waterland managing partner Cedric Van Cauwenberghe stated of the divestment: “The fruitful collaboration with the Napoleon team has allowed Napoleon to expand its position online, unlocking a growth trajectory that resulted in market leadership in Belgium today. 

“The sector of online sports entertainment is evolving at a very rapid pace, and we see a lot of new opportunities emerge, both in terms of product development as well as data, tech, and multi-channel systems. 

“As part of the like-minded Superbet Group, Napoleon Sports & Casino is now ideally placed to keep growing. I am convinced that Napoleon will continue to thrive within the SuperBet group, and that the partnership with SuperBet will result in a wealth of opportunities for both organisations.”

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About Joe Kizlauskas

Joe is a seasoned iGaming copywriter and speaker who has been in the business since 2015. He's written more words on all elements of iGaming than he likes to remember, and he's contributed material to a number of well-known brands. Joe may be seen playing 5 a side, at the gym or playing games on his Playstation when he is not writing.