Betsafe inks Swedish esports sponsorship deal

Betsson Group brand Betsafe has put pen to paper on a three-year sponsorship agreement with Swedish esports organisation GODSENT.

Under the remit of the deal, Betsafe will become the exclusive betting partner of GODSENT, as well as the title sponsor for the Counter-Strike: Global Offensive division the team competes in.

The deal marks Betsafe’s first-ever esports partnership, having secured tie-ups with traditional sports including football and rugby in the past.

The sponsorship will be activated across social media, with a swathe of dedicated behind-the-scenes content and special odds to be launched in due course.

Kim Ekelund, Betsson Group head of marketing for Sweden, said: “Esports has been gaining a lot of momentum in the past couple of years and the global pandemic has further cemented its place.

“Going forward, I believe there’s still a lot of progress to be made in the esports arena and this sponsorship between ambitious GODSENT and Betsafe is a concrete example of our commitment towards the future of esports,” he added.

Ludwig Sandgren, GODSENT CEO, said: “We are very proud that Betsafe, with its long tradition of investing in extraordinary content and sponsorships, has signed this long-standing commitment with us.”