Betway expands its partnership with Croky Cup


Betway will continue to sponsor the Croky Cup knockout football tournament in Belgium as part of an extension deal negotiated with the event. As a result, Betway’s signage and branding will continue to appear on the LED screens of stadiums hosting Matchday 32 matches until the final match, although live crowds were few to nonexistent.

Betway will naturally have access to various intellectual property assets, allowing the company to position its own brand using the assets of Croky Cup. The Crocky Cup is actually one of Betway’s longest-standing partnerships, which makes them an important collaborator.

Pro League CBO Leander Monbaliu welcomed the extension of the partnership, arguing that it is a success for one of the best football events. “Heroic outsiders” and “unexpected losses” mark the entire tournament and Betway is a welcome partner on this journey.

Lack of live audiences doesn’t stop Betway’s progress

The alliance was reformed in 2016 and it allowed Betway to position itself on the Belgian market by accessing numerous broadcasts in the country. Commenting on this partnership CEO of Betway Anthony werkman noted:

“The Pro League has been a fantastic partner for us for the past five years and we are delighted to extend our partnership with the Croky Cup.”

CEO of Betway Anthony werkman

Werkman praised the status of the Croky Cup and argued that it is an important competition in Belgian football. Even though the live audience was not admitted in the last two finals of the event, Werkman is convinced that the 2021/2022 season could be a completely different game.

Betway has been everywhere signing a series of high profile partnerships, including one with the Miami Heat, an NBA franchise. The company has signed a partnership for the Stockholm Open which will take place on November 7th.

Betway is also heavily represented in the competitive video game space with the company hosting a series of esports tournaments. The company’s footprint continues to grow at a rapid rate across the world, with more market access partnerships in the United States and Latin America.


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