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PSG spreads LoveBet across Asia in regional deal

French Ligue 1 champions Paris Saint-Germain have signed a two-year partnership with LoveBet, a leading Asian online betting provider.

The Asia-only deal is worth €1.8m ($2m) per season, according to the French sports daily L’Équipe, and makes LoveBet the club’s first Official Asian Betting Partner.

Under the deal, LoveBet will benefit from digital overlay technology that was installed at the Parc des Princes earlier this season.

The system – a first in France – geo-localizes ads displayed on the LED boards around the pitch so that different brands can advertise on different broadcast feeds.

“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,” Sebastien Wasels, general manager of PSG Asia, said.

According to the club, PSG league games are broadcast in 54 territories across the world, with an average audience of more than 3m television viewers per match.