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Bwin.party extends European football ties with Anderlecht deal

Online gambling company bwin.party has agreed a three-year deal with Anderlecht to become the official online gaming and betting partner of Belgium’s most successful football club.

The deal will place bwin.party at the centre of the Brussels club’s promotional activities, which will include a range of fan-based initiatives, integration into the club’s digital and social platforms as well as developing on- and off-line co-branding activities, stadium branding opportunities and access to players for marketing campaigns.

The agreement with the current Pro League champion will also allow bwin.party to strengthen its profile in Belgium, a country where it is registered and licensed.

“Bwin.party is more than a partner – the partnership is innovative,” Anderlecht president Roger Vanden Stock said. “So, for instance, we will collaborate to feed the digital platform of RSCA with specific bwin.party programmes, which will be enjoyed by our loyal fans.”

The company, which already has partnerships with Manchester United, Real Madrid, Juventus and Bayern Munich, is expecting to secure another football club partnership before the start of the 2013-14 European season.