Circus inks deal with Pro League side KAA Gent

Benelux online casino and sportsbook operator Circus has announced a structural partnership with Belgian Pro League side KAA Gent.

Circus is the flagship brand of Liège-based online gambling group, GAMING1, which is itself the entertainment arm of Ardent Group.

The sponsorship started in July, with Gent’s match with Standard Liège, also a Circus partner.

Emmanuel Mewissen, CEO of Ardent Group, said: “We’re very happy with this new partnership. Ardent is a group that continues to grow and expand internationally. Our flagship brand Circus is now present in Belgium, France, Switzerland and the Netherlands. But we’ve always been keen to keep our Belgian roots, particularly by supporting our local sports teams.

“As citizens of Liège, we have sponsored Standard for many years now, but we were keen to cross the borders of Wallonia to support a big Flemish team. KAA Gent is a club with a lot of potential, and we’re looking forward to accompanying them on their next big events on the Belgian turf.”

Tyas Kastelijn, KAA Gent commercial manager, added: “We’re always looking for structural partnerships, and with Circus, we’ve found the ideal match. We’ll provide them with the best possible orientation in the heart of Flanders, plus we add an international character due to our European adventures.

“In the current context, it’s of huge importance to activate and communicate in the right way with the everlasting focus on responsible gambling. Thanks to the possibilities of GAMING1, we’ll try to enrich the experience of our fans in the most playful and smart way possible.”