Formula One’s Alfa Romeo Racing team has signed up its first betting partner – the Betsson Group of sports betting and casino gaming sites – in a Europe-only deal.
As the team’s Official European Betting Partner, the Swedish company will promote multiple brands, including key group brands such as Betsafe, Betsson and StarCasinò.
The partnership launched at the weekend with the Spanish Grand Prix in Barcelona where the Betsafe brand featured on the Alfa Romeo Racing car.
Along with branding rights, Betsson Group brands will use the sponsorship to create exclusive and innovative content, while offering fans bespoke betting offers and money-can’t-buy experiences.
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Betsson Group chief executive Jesper Svensson said: “Betsson Group has a long history in racing, it’s part of our DNA and we are absolutely delighted to have progressed this deal to take our spot on the Formula One starting grid with Alfa Romeo Racing.”
Team Betsafe is a regular participant in the Gumball 3000 rally, which takes place on public roads. Betsafe is also an official sponsor of the rally, which this year races from from Mykonos to Ibiza in June.