Betway build in Belgium with Anderlecht and Croky Cup deals

September 21 – Online bookmaker Betway has added two more sponsorships to its football portfolio, expanding into the Belgian market with deals with top club RSC Anderlecht as well as the Belgian FA and Pro League for the Croky Cup.

These deals follow the announcement last month of a main sponsorship of West Ham which sees the bookmaker’s logo on the front of West Ham shirts.

Betway launched in Belgium in 2015. The three-year betting partnership deal with RSC Anderlecht will involve branding presence on media platforms as well as in-stadium branding with the 33-time Belgian Pro League champions.

The deal with the Belgian FA and Pro League begins with the round of 32 matches that take place on 20 and 21 September in the Croky Cup, the country’s principal cup competition.

Betway marketing director Anthony Werkman said: “We are proud and thrilled to become the betting partner of RSC Anderlecht. The club has a rich, hugely successful history, and we see this partnership as an opportunity to bring supporters even closer to Anderlecht and the excitement of the Pro League. The partnership with the Belgian Cup is an excellent platform to introduce our brand across all football supporters in Belgium. We look forward building up the excitement from the early round games all the way to the final in Brussels.”

No figures have been released for any of the sponsorship deals but the original agreement signed with Betway in February 2015 was estimated at being worth £6 million a year. The new deal with West Ham is a record for the club and is estimated to be worth more than £10 million a year. Betway will be the club’s principal sponsor through to the end of the 2019/20 season

The Belgian deals will not be at that level but they are significant as they give Betway exposure across the whole game in Belgium.

Francois De Keersmaecker, president of the Belgian Football Association, said: “The Croky Cup is the fastest road to European football qualification in Belgium, and the arrival of Betway as a partner of this competition proves its continuing growth and success.”

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