Ahead of the new Belgium Pro League season commencing this weekend, bwin has been announced as the competition’s new betting partner in a three-year deal.

As part of the deal Eleven Sports has also named bwin as a betting partner with the deal between the trio covering the Jupiler Pro League, D1B and the Supercup. Additionally bwin will become the rights holder for the national betting streaming rights to the Pro League.

Pierre François, CEO of the Pro League, commented: “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.

“In this partnership, bwin, the Pro League and Eleven Sports will focus on an overall prevention policy, the protection of players and the integrity of football as a whole. This cooperation will be measured at any time against the goals and best practice set out in the cooperation agreement between the Pro League and the Gaming Commission.”

As François allied to bwin, the Pro League and Eleven Sports have also committed to a ‘shared vision on the responsible use of betting services’ throughout the duration of the partnership.

Steven Cartigny, Commercial Head of bwin Benelux & ROW, commented: “Bwin is extremely proud to become the exclusive betting partner of the Jupiler Pro League and Eleven Sports for the next three seasons. Thanks to its European sponsorship strategy, bwin has become a fixed value in the online sports and casino world. 

“We also want to build a strong presence in Belgium. bwin has already set up a successful partnership with the German Football Association and Bundesliga 3. 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. In partnership with Eleven Sports, we want to boost the awareness of Belgian football and introduce viewers to our bwin betting platform in a confidential and responsible way.”

Eleven Sport has also announced that alongside its partnership with bwin the firm has agreed a new five-year partnership with the French-speaking public broadcaster RTBF for the Pro League competitions. The deal is around Saturday and Sunday night highlights shows and the Monday night show ‘La Tribune’.

Guillaume Collard, Managing Director Eleven Sports Belgium and Luxembourg, added: “We welcome bwin to the ‘Home of Belgian Football’, our innovative project for Belgian football. We look forward to working together to champion bwin’s offering in a way that promotes responsible entertainment to fans.”