Operator Betway has announced a new partnership with German football club, FC Schalke 04.
The three-year deal will see the bookmaker become the club’s premium partner, meaning Betway’s brand will be present across the Veltins-Arena for the next three seasons.
Betway says the deal highlights its status as a “huge supporter of the biggest teams around the world,” as it adds to its growing portfolio of sports sponsorships.
The company has also brokered partnerships with tennis events like the Nordea Open and Hamburg Open, which were announced very recently.
In addition, it is also the sponsor for football clubs like West Ham United, Deportivo Alaves and RCD Espanyol.
Maik Brodowski, Betway’s Head of Marketing for Germany, said: “It’s a great honour to be partnering with FC Schalke 04, one of the most recognised names in German football.
“We look forward to supporting the club and their ambitions to work their way back to the Bundesliga.
"In the following years, the premium partnership provides Betway with extensive advertising and marketing rights.”
Alexander Jobst, Schalke’s board member for Marketing, Sales & Organisation, added: “Together with Betway we agreed on a long-term partnership, which guarantees us security through the new legal regulation of gaming in Germany."
Betway was founded in 2006 and operates in a number of regulated markets.
GI Verdict: The decision to work with Schalke is a shrewd one, given the club's rich heritage, as the sponsorship's cost will likely be lower this season – following Schalke's relegation to 2. Bundesliga (Germany's second tier).