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Betway furthers esports drive with team sponsorship

Betting and gaming company Betway has signed a lucrative sponsorship deal with the Ninjas in Pyjamas (NiP) esports team.

Financial terms of the partnership were not disclosed, although Betway confirmed that a “high six-figure deal” had been agreed.

As part of the deal, Betway’s branding will feature on the front of NiP’s shirts during competitions. The deal also includes content usage rights, on-site branding at the NiP gaming house and full player access.

“We have put a special focus on our esports offering over the past few years by launching the first esports-specific microsite and content channels,” Anthony Werkman, director of marketing and operations at Betway, said. “Our agreement with NiP is yet another first and cements our position as the world’s leading esports bookmaker.”

NiP is based in Sweden and has won numerous major titles since its formation in 2000.