Betway continues European football offensive with Hannover 96 deal

Global online betting platform Betway has strengthened its hand in the Bundesliga after striking a new deal with Hannover 96.

As part of the three-year deal, Betway will become the club’s Official Betting Partner until the end of the 2020-21 season.

The move comes after Betway announced a similar, three-year deal with newly promoted Fortuna Düsseldorf last week, increasing its Bundesliga portfolio to three clubs.

Betway has been the Official Betting Partner of four-time Bundesliga champions Werder Bremen since last August, as part of a three -year deal that will run until 2019-20.

Across Europe, Betway has been on a sponsorship offensive this summer, striking deals in Germany, Spain and Italy.

In Spain, Betway signed main shirt sponsorship deals with LaLiga clubs Deportivo Alaves, C.D. Leganés and Levante U.D.

And in Italy, Betway entered the Serie A market with a training kit partnership at AS Roma.

The brand made inroads in Italy despite plans by the Italian government to introduce a blanket ban on gambling advertising and sponsorship. scheduled for next year.

Betway also continues as main shirt sponsor at Premier League club West Ham, where it has been a principal partner since 2015.

Most recent

Wolverhampton Wanderers has secured a significant increase in the value of its front-of-shirt rights, after striking a new deal with Asian-facing gambling platform ManBetX.

PepsiCo's Gatorade sports drink brand will pay a fee in the low hundred thousands of euros to sponsor LaLiga in four Central American countries, according to industry sources

Brazil’s club football sponsorship market is in freefall following the loss of state-owned bank Caixa Econômica Federal – the biggest spender of the last decade.

Alibaba chief executive Jack Ma and Uefa president Aleksander Čeferin were the main movers behind the eight-year deal between Uefa and electronic payments brand Alipay, SportBusiness Sponsorship has learned.