Sports betting and gaming product development group The Unit has partnered with Ohio Valley Wrestling (OVW) in a social media sponsorship arrangement.

The duo hope to capitalise on the fact that OVW has been the subject of a recent Netflix documentary, Wrestlers, by kickstarting a range of fan engagement activities.

This will include The Unit leveraging its betting and gaming experience to develop customer-engagement tools for OVW, particularly free-to-play (F2P) games.

Al Snow, Co-Owner and Head Trainer at OVW, said: “We’ve spent years growing OVW into something special and my goal was always to make us a worldwide brand. This partnership with The Unit is the next step in that process. 

“Partnering with an organisation that has the global reach and respect of The Unit will only continue to grow our momentum and push us further into the global mainstream! We’re excited to get rolling with this new relationship with the heavyweight champion of software development!”

Following on from the Netflix docuseries, with a second season in production, OVW aims to drive fan engagement and online dwell-time using digital assets as it seeks a leading position in American professional wrestling.

Meanwhile, for The Unit, the partnership marks an expansion of its presence in the wider sports and entertainment industries, building on its aforementioned base in the betting and gaming sector.

The group has kept up the pace with its activity in this area, having recently signed a partnership with TXOdds. Overall, however, US expansion has been on The Unit’s agenda, as the firm’s Strategic Advisor, Andy Clerkson, explained to SBC Americas earlier this year.

David Reilly, Head of Social Media and Content at The Unit, added: “As Al Snow said himself: OVW develops the best superstars, The Unit develops the best software. And I’m certainly not about to argue with a former professional wrestling legend! We’re thrilled to have secured this social media sponsorship. It’s the platform for an ongoing working relationship that can help both partners showcase our skills and creativity to best effect.

“We’re always on the lookout for opportunities that align with our vision of innovation and creativity. This decision was naturally influenced by watching the Netflix series Wrestlers, just witnessing the dedication, creativity, and sheer talent at OVW was a real eye-opener.

“In a world where sports sponsorships often lack depth and imagination, partnering with OVW feels like a breath of fresh air. It’s about more than just putting our name out there; it’s about supporting a team that embodies passion and shares our values around innovation and social engagement.”

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