FK Partizan Belgrade has signed a sponsorship agreement with Balkan-focused betting operator MaxBet, a subsidiary of Irish multinational betting giant Flutter Entertainment.
MaxBet has become a general sponsor of the Serbian SuperLiga club in what has been described as the brand’s ‘biggest sponsorship agreement ever’, with the €5.5m deal covering a three-and-a-half year duration.
Partnership plans will include support for FK Partizan’s civic and grassroots initiatives, promoting access to football across Serbian communities.
Miloš Vazura, Partizan Belgrade General Manager, said: “We are extremely pleased to have MaxBet as our general sponsor. This is a good sign for our club, and we believe that in the next period, both our club and MaxBet will be champions of their game.”
The agreement marks MaxBet’s first major partnership since Flutter Entertainment acquired majority 51% stake in the company last year for €141m. Flutter had been targeting an enhanced presence in the high-growth Balkan region.
This formed part of a wider strategy for the group – which is now set for a listing on the New York Stock Exchange as well as its current listing on the London Stock Exchange – of pursuing ‘gold medal’ positions in markets such as Serbia and Croatia.
“We are thrilled to partner with Partizan and to support Serbian sports in general,” said Savo Bakmaz, General Manager of MaxBet. “This sponsorship agreement is an important step for us as we continue to build new partnerships and expand our operations.”
MaxBet has a history of sports sponsorship activities, having partnered with Euroleague Basketball in 2021 in a deal covering the Turkish Airlines EuroLeague and the 7DAYS EuroCup in Serbia and Montenegro.
By becoming Partizan’s principal partner, the company replaces Serbian telecommunications partner MTS as the shirt sponsor of the club, one of the most widely followed in Serbia alongside cross-city rival Red Star.
