Betway serves-up major tennis sponsorship deal
Operator signs multi-year partnership with the Davis Cup and Fed Cup, including this weekendâs Davis Cup final
Betway this morning announced it had struck a deal to become the international sponsor of the Davis Cup and the Fed Cup as the operator continues to splash the cash on major marketing deals.
The firm said the deal will provide âprominent visibilityâ at this weekendâs Davis Cup, where Great Britain will compete in the final for the first time since 1978 as it takes on Belgium in Ghent.
Betway branding will appear courtside at all Davis Cup and Fed Cup world group ties until 2018, which the firm said would enable âinnovative activationsâ to strengthen fan engagement.
This weekendâs event is expected to be watched by millions in Britain and Belgium, a market in which the firm launched back in June.
âDavis Cup and Fed Cup by BNP Paribas fit perfectly within our roster of exciting, high profile sponsorships,â Anthony Werkman, Betway marketing and operations director, said.
âWe are especially looking forward to this weekendâs Davis Cup by BNP Paribas Final in Belgium, as it is a key market for us following our recent launch in the country,â he added.
The deal comes off the back of a number of high profile partnerships. Back in February Betway struck a £15m deal to sponsor English Premier League football club West Ham, with other deals including major golf and snooker tie-ups.