Bwin builds up Benelux presence with Belgian football deal
GVC-owned operator secures sub-licensing bet-and-watch agreement with Eleven Sports for three seasons
Bwin has secured a three-year betting streaming rights agreement for top-flight Belgian football.
The GVC brand has become the new betting partner of the Jupiler Pro League and Eleven Sports, the top tier’s broadcaster and TV rights holder.
Under the remit of the deal, bwin will be afforded sub-licensing access to Eleven Sports broadcast rights, with Pro League matches screened across the operator’s bet-and-watch service.
Bwin will also be given advertising opportunities across Pro League and Eleven Sports platforms, as well as becoming the betting sponsor for the Belgian Supercup and second tier.
The agreement will run from the 2020-21 season through to 2022-23.
Steven Cartigny, bwin commercial head for Benelux and ROW, said following the firm’s sponsorship success in German football, the operator is now fully focused on expanding its presence in Belgium.
Cartigny said: “As a result of this positive experience, we now continue to focus on Belgian football. Belgium is a breeding ground for talented football players, who are doing a great job worldwide. That’s why all eyes are increasingly focused on our national Jupiler Pro League.”
Pierre François, Pro League CEO, noted that while fan experience can be improved with the addition of sports betting, there needed to be a commitment to responsible gambling.
François said: “Games of chance and betting can add an extra dimension to the football experience. However, each partner is aware of the risks of irresponsible behaviour. That’s why we are all committed to minimising the risks, each in his own role.”