International online sportsbook Betway has renewed its collaboration with French football giants Paris Saint-Germain’s (PSG) esports team, PSG.LGD.
The partners first began working together in 2018, and the renewal has resulted in Betway cementing its position as China-based PSG.LGD’s official betting partner, as well as enaching its cooperation with the Ligue 1 club’s wider esports operations.
“We are thrilled to extend and expand upon our existing partnership with Betway, who have been an excellent supporter of our Esports efforts and the PSG.LGD team in particular for nearly 2 years now,” said Fabien Allègre, PSG’s Director of Brand Diversification, who oversees the club’s esports operations.
“Through our existing relationship, Betway has proven itself to be an organisation that really understands the gaming community, and together we are looking forward to innovating and delivering truly unique and exclusive experiences to our fans together.”
The agreement has enabled Betway’s customers to engage closely with Dota 2 tournaments, both domestically in China and globally via the popular The International competition. The renewal has been described by PSG as ‘amongst the most significant to date in the esports sector’.
Paul Adkins, Operations and Marketing Director at Betway, said: “We’re delighted to renew our partnership with PSG.LGD’s legendary DOTA 2 team. Our relationship has gone from strength to strength and it’s been a very successful sponsorship for us. We’re now very excited to be able to take it to the next level.”
Betway maintains a strong market position in esports, having extended its agreement with Brazilian Counter Strike: Global Offensive (CS:GO) team ‘Made in Brazil’ (MIBR) for another year in January 2021.
Outside of esports, Betway has secured sponsorship agreements with a number of real world sporting organisations, most recently the Miami Open, in addition to South Africa’s T20 Challenge cricket tournament.
Additionally, the global operator has enhanced its branding and marketing in the burgeoning US sports betting sector via partnerships with teams from two major professional sports tournaments, the National Hockey League (NHL) and National Basketball Association (NBA).