Ligue 1 club Paris Saint-Germain has signed its first partnership with an Asian-facing betting firm.
Under the two-year deal, LoveBet becomes the club’s Official Asian Betting Partner, with exclusive marketing rights to target PSG’s growing fan base in Asia.
As part of the deal, LoveBet will be able to use digital overlay technology to markets its brand to Asian fans via LED perimeter board advertising.
Digital overlay, installed at the Parc de Princes stadium earlier this season, allows brands to target multiple TV audiences simultaneously using market-specific language and branding.
Sebastien Wasels, general manager at Paris Saint-Germain Asia, said: “The unique appeal of the club in the region makes it the perfect platform for LoveBet to grow its brand.
“The partnership is a testament to the club’s commitment to Asia and builds upon the successful launch of our Asia Pacific Office and the club’s Asia tour last July.”
LoveBet will enter as a non-exclusive betting partner at PSG. In June this year, PSG signed an Official Betting Partner deal with Maltese betting firm Unibet.