Bwin.party nets Belgian football deal
London-listed operator signs digital partnership with RSC Anderlecht
Bwin.party and RSC Anderlecht have announced a new partnership which sees the bwin brand become the official online gaming and betting partner of the Belgian Pro League Champions.
The operator is regulated and licensed in Belgium following an agreement signed last year with Groupe Partouche subsidiary Belcasinos which sees it offer online poker, casino and sports betting in the jurisdiction under the bwin brand.
The sponsorship package includes a series of fan-based initiatives, integration into RSC Anderlecht’s digital and social platforms, as well as the development of online and offline co-branding activities, stadium branding and access to players for marketing campaigns.
RSC Anderlecht follows in the footsteps of Italian club Juventus which signed a sponsorship deal with bwin earlier this month, while Manchester United, FC Bayern and Real Madrid also have deals with the operator. Bwin.party stated it expects to unveil a further partner for the 2013-14 season in the coming weeks.
The new digital partnership reflects an evolution in bwin.party’s sponsorship strategy to focus on social media and social gaming, online and mobile integration, after it reported “softer than expected” revenues in Q2.
“We are proud to partner with a club which shares our values of dedication and professionalism as well as a total passion for football. We look forward to contributing to RSC Anderlecht’s success both on and off the field over the next few years,” bwin.party CEO Norbert Teufelberger said.
RSC Anderlecht president Roger Vanden Stock added described the operator as being “more than a partner”.
“The partnership is innovative. So for instance we will collaborate to feed the digital platform of RSCA with specific bwin programs, which will be enjoyed by our loyal fans,” Vanden Stock added.