Back to front. BetCity upgrades its shirt deal with Vitesse, the bookie’s 3rd Eredvisie club

May 22 – Dutch online betting brand, has moved its shirt sponsorship from the back of Eredivisie club SBV Vitesse Arnhem’s shirt, to the front.

The new deal makes the sportsbook, owned by Entain Plc, Vitesse’s main sponsor partner in a deal that will run until mid-2025. Vitesse becomes the third club in the Eredivisie to have BetCity as their main sponsor, following deals with FC Volendam and Fortuna Sittard.

The deal with BetCity can only last until July 1, 2025, when new Dutch rules will prevent shirt sponsorship by gambling and betting companies.

BetCity was Vitesse’s first sportsbook sponsor, becoming the club’s official betting partner in  January 2022.

Peter Rovers, Interim General Manager of SBV Vitesse, said: “With BetCity, we secured a new main sponsor at an early stage after eToro was not renewed. It is great that this is the result of a successful partnership that functions to everyone’s satisfaction.

“The key to this success is BetCity’s active attitude and strong commitment to both the club and the supporters. With the financing of several atmosphere promotions, activities, giveaways and away games, BetCity has established itself as a very dedicated partner. With the main sponsorship, we will only be able to get more out of the successful collaboration.”

No value was given for the deal.

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