One of the biggest names in online bookmaking, Betway, is now the premium partner of one of the biggest soccer teams in the Bundesliga, VfB Stuttgart! The partnership has come about through a 3-year extension of an already existing partnership with the club. The extension ensures Betway’s position as the exclusive and premium partner of ‘die weiß-roten’.
The Betway-VfB Stuttgart Partnership: What is On the Table
The signing of the exclusive 3-year deal works well for both parties. VfB Stuttgart is a 5-time national champion and is based out of Southwest Germany. It has as its home stadium the Mercedes-Benz Arena and now when they play here, the stadium will showcase branding related to Betway on its LED screens and on the cam carpets.
That is not all; the partnership also ensures that Betway gets all activation rights. Speaking about the deal, Thomas Hitzlsperger, Chairman of the Board of Management for VfB Stuttgart, said, “Our partnership has proven successful for both sides, even in a challenging time for soccer… We are therefore very pleased that Betway is expanding its commitment to VfB and look forward to a long-term collaboration.”
The Betway-Stuttgart Partnership: Betway Management is Thrilled
Betway of course is absolutely thrilled with the outcome of the discussions with VfB Stuttgart; a premium partner status with one of the top clubs in the German League is a reflection of the position of eminence that Betway enjoys in its field.
Anthony Werkman, the CEO of Betway, said, “VfB Stuttgart is one of Germany’s most successful football clubs, and we are very proud to become their premium partner on an initial three-year deal.
This agreement reflects our ambitions as a brand, as the Bundesliga is recognized around the world as one of the biggest football leagues. We’re delighted to have further association with it for Betway, a brand that is synonymous with the most high-profile sports and teams around the globe.
Stuttgart finished in the top half of the Bundesliga last season and we’re looking forward to working with the club as they strive for further success in Germany’s top flight.”
Other members of the Betway management echoed similar sentiments, with the Head of Marketing for Germany at Betway, Maik Brodowski, saying, “We’re really excited to be growing our relationship with VfB Stuttgart and are thrilled to become their exclusive premium partner.
The team’s potential is there for all to see having finished in the top half of the Bundesliga last season following their promotion.
We look forward to sharing the thrill and connecting with the loyal fan base through various activations over the next few years.”
Sponsorship: The Betway Approach to Brand Building
The deal with VfB ensures Betway is now among the biggest players in the football-gambling collaboration universe. Come to think of it, this collaboration was only to be expected. First of all, it already had an existing contract as the official betting partner for the soccer club; the 3-year extension merely cemented its place as a premium sponsor.
Also, sponsorship has been a Betway approach to brand building. Go through the Betway website and you see it stated there, clear as crystal: Betway includes partnerships with global sports brands and events as part of its strategy ‘to develop its brand globally’.
They have been the official betting partners for 3 Bundesliga clubs since the start of the 2020-21 season: Werder Bremen, VfB Stuttgart, and Hertha Berlin. Towards the end of July 2021, it signed another 3-year deal, with Eintracht Frankfurt, to be their official betting partner.
Betway has partnership agreements with a number of other clubs across the world as well. And it is not just football clubs; they also have associations with entities in cricket, horse racing, snooker, e-sports, basketball, hockey, and more! Here is a brief listing of its associations with other clubs and leagues:
- Football: Spanish sides Deportivo Alaves and RCD Espanyol, EPL sides West Ham, Leicester City, Tottenham Hotspur, and Brighton & Hove Albion.
- Cricket: The Mzansi T20 League in South Africa, Cricket South Africa, and Cricket West Indies
- NBA: Brooklyn Nets, Chicago Bulls, Cleveland Cavaliers, Los Angeles Clippers, and Golden State Warriors
- NHL: Official betting partner of the NHL, sponsorship deal with New York Islanders
- Horse Racing: Sponsor of the Betway Queen Mother Champion Chase at the Cheltenham Festival, Tattersall’s Irish Guineas Festival at The Curragh, Aintree Grand National, All-Weather Championships
- E-Sports: Ninjas in Pyjamas (NIP), Peruvian DOTA team Beastcoast, BIG, Brazilian E-Sports brand MIBR, and sponsor of BLAST Premier, a leading E-Sports event series
Football Clubs and Gambling Firm Sponsorships: It’s a Big Deal!
While a gambling operator or bookmaker signing a sponsorship deal with a sports outfit, like say a football club, may seem the most logical ‘fit’ – both are hugely profitable industries and people place bets on clubs and games through these said bookmakers and operators.
At the start of the 2021 EPL season, for instance, all-league clubs bar 3 – Chelsea, Liverpool, and Sheffield United – have had some association with a bookmaker or betting brand. More than 50% of the clubs display logos of betting brands on their shirtfronts, and a couple of them display them on the sleeves.
And these are big-ticket deals, such as Betway’s sponsorship of West Ham is to the tune of £10 million annually! Big deals like these ensure a position of prominence for the sponsor, in terms of display of logos or LED advertisements, etc. And that has, in recent times, been an area of concern at the highest levels of the British Government.
There has been speculation and fear that giving such brazen access to bookmakers for advertising purposes could result in an escalation of problem gambling instances. And this in turn is triggering another wave of action items to negate this threat. A direct ban is obviously not the best option, and how this works out is something we will have to wait and watch.
In the meantime, Betway can well afford to make hay while the sun shines as it promotes its brand by pitching for and picking up more sponsorship agreements.