Sports betting brand Betsson has extended its already highly-visible presence in the Greek football space, securing title sponsorship rights to the Greek Cup.

The flagship sportsbook platform of the Stockholm-listed multinational Betsson Group, Betsson’s latest agreement with the Hellenic Football Federation (HFF) will see it sponsor the Greek Cup for the next three years.

Betsson has been active in Greece since 2011 and was one of the first firms to secure a licence under a new framework in 2021. To consolidate its position in the country, the firm has pursued an extensive sports marketing strategy.

Panagiotis Mpaltakos, the HFF President, said: “We welcome Betsson as the naming sponsor of the Hellenic Cup for the next three years. We are pleased to have reached this agreement, through which HFF gains a strong partner in its ongoing effort to enhance the Cup. 

“Consequently, we create a strong partnership that will bring benefits for the organisation and the tournament. This reflects our commitment to the continuous improvement of HFF events, and in this case, the Cup, which is an institution with a very long history and prestige in which all teams have the opportunity to distinguish themselves.”

Betsson’s sponsorship activity in Greece has, as mentioned above, been extensive, with the bookmaker a longstanding partner of the Greek second division, the Super League 2, securing a renewal of its deal in 2022.

In conversation with the SBC Leaders magazine earlier this year, Betsson’s Greece Managing Director, Thanos Marinos, explained how the firm is ‘doing things differently’ via its partnerships with the Super League 2 as well as the WRC Rally Acropolis and amateur football.

Commenting on the Greek Cup naming rights, Ronni Hartvig, Betsson Commercial Director, said: “We are incredibly proud to support the Greek Cup, further solidifying our long-term investment and commitment to Greek sports. 

“I’ve had the privilege to witness the commendable and inspiring efforts of the Betsson Greece team. Their strategic approach seamlessly blends sports support with a series of initiatives aimed at actively engaging not only fan bases but also the broader society. This holistic approach has resonated well throughout the region.”

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