The Bwin half of pan-European online gambling operator Bwin.party digital entertainment has inked a betting partnership with Belgian football squad RSC Anderlecht. Bwin signed similar deals earlier this month with French side Olympique Marseille and Italy’s Juventus, part of Bwin’s new cost-conscious strategy away from more expensive shirt-sponsorships – like its former long-term deal with Spanish powerhouse Real Madrid, which was rumored to cost Bwin around €20m per year – into more limited branding initiatives. Bwin.party CEO Norbert Teufelberger called the tie-up with Anderlecht “a great addition” to a roster that also includes Manchester United and Bayern Munich. And hey, we’re sure it was just fun for Teufelberger to visit Belgium without being arrested.
Not to be outdone, UK Premier League club Swansea City has inked a deal with SBOBET, which will serve as the club’s official Asian betting partner. The Philippines- and Isle of Man-licensed SBOBET had a shirt sponsorship with West Ham until last season, and another with Cardiff City the year before that. Swansea City vice-chairman Leigh Dineen said the “exciting” partnership would also involve SBOBET assisting with the Swansea Community Trust’s adult initiatives in the local community.
Not wanting to be left out of the Asian betting market, Newcastle United has signed 138.com as its official global betting and gaming partner. Like SBOBET, 138.com is licensed in both the Philippines and the Isle of Man, and recently inked a shirt sponsorship with the Watford FC Hornets. CEO Garth Kimber was said to be “delighted” with his new deal, which will also see 138.com provide in-stadia betting services at Newcastle’s St. James’ Park.
Finally, online payment processing outfit Skrill has inked a three-year title sponsorship deal with the Football Conference, a role previously held by Blue Square Bet, the former Rank Group offshoot acquired by Betfair earlier this year. The Skrill name will adorn all three divisions (Skrill Premier, Skrill North and Skrill South) of the Football Conference through the end of the 2015/16 season.
