Betway has announced a multi-year renewal of Belgium’s knockout competition – the Croky Cup – remaining as one of the brand’s longest serving partnerships.

The agreement, which started in 2016, includes coverage on FTA TV in Belgium, LED inventory at all televised games from Round 32 and additional branding positions for the final, as the Croky Cup gives the betting brand ‘desired’ exposure.

Leander Monbaliu, CBO of Pro League, commented: “This extension is a confirmation of the success story of the long-standing partnership between Betway and Pro League for the Cup.

“It’s an exciting competition marked by heroic underdog wins and unexpected defeats leading to the much anticipated cup final, and we look forward to continuing this great story with Betway.” 

Moreover, as part of the deal, Betway will gain a series of activation rights on Pro League channels.

Anthony Werkman, CEO of Betway, added: “The Pro League has been a fantastic partner of ours for five years and we’re delighted to extend our partnership with the Croky Cup.  

“The Cup has had five different winners in the last five years and continues to be an exciting competition in Belgian football. While there have been no crowds for the past two finals, we’re looking forward to hopefully seeing the return of fans for the 2021-2022 edition.” 

The European Tour, an ATP Tour tennis tournament, has also recently partnered with Betway, and this agreement enabled the company to gain further brand recognition and exposure at the six day event, which took place from October 19 to 12 in Antwerp, Belgium. 

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