Fonbet has linked with Russian ice hockey team Salavat Yulaev, as the betting company gains brand exposure through the team’s ‘largest advertising contract’.

Over the next four years, the Fonbet logo will be shown ‘prominently’ on the Ufa teams’ kit, as well as around the Ufa arena.

Rinat Bashirov, Director General of Salavat Yulaev, commented: “We’re excited to have a long term agreement with Fonbet. To date, it’s one of the largest advertising contracts in the club’s history.

“We liked how our colleagues negotiated, and I’m sure this will have a positive effect on the partnership as well. In fact, everyone will benefit. Salavat Yulaev, Fonbet, and our fans, especially good bettors.”

Fonbet has been an official partner of the Kontinental Hockey League since 2017, and the company’s cooperation with the KHL is the longest in the history of Russian sports and bookmaking.

Alexander Paramonov, the business’ director, noted: “It was especially important for us to sign an agreement with the Ufa club. There aren’t many places where they love hockey so much and are so devoted to their team as in the capital of Bashkortostan.

“Salavat Yulaev is truly a top-notch team. They play exciting hockey and are loyal to their winning traditions. Ufa fans, who follow their team practically throughout every city of the KHL, deserve our praise as well.

“Together with the club, we’ll put together lots of different events for them, both in their hometown arena and on the club’s social media.”

The pre-existing partnership with KHL has seen Fonbet introduce the Assist charity programme, where it has been donating RUB 1,000 for every KHL goal scored. The enterprise then transfers the amount received to special funds involved in the development of children’s sledge hockey. 

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