Belgium and Romania Strengthen Relations with Superbet-Napoleon Merger

Published August 2, 2021 by Lee R

Belgium and Romania Strengthen Relations with Superbet-Napoleon Merger

The most significant model for adapting iGaming emerging is the local operator-global content provider merger.

A new deal aligns the Belgium and Romanian markets more closely. 

The Partnership

The inked deal calls for Romania-based Superbet Group to buy Belgium’s Napoleon Sports and Casino

Superbet's Additions

Superbet now absorbs into its land-based and online sportsbetting operations all holdings of Belgian rival Napoleon Sports and Casino.

Superbet Strategy

Still subject to closing, the deal is set to reinforce Superbet's “recent growth and global ambitions.”

Superbet's Reach

With operations already in place in Poland, Romania, Austria, Serbia, Croatia, Malta, Cyprus and the United Kingdom, Superbet called the Napoleon Sports and Casino acquisition “a compelling strategic and financial foundation” for continuing to expand its presence across Europe and beyond.

Strong Superbet Steps

The deal marks another key step in organisational expansion which has already seen acquisition of a 60% stake in online casino operator Lucky7 last July, on the heels of the securing of a €175 million ($206 million) investment 14 months earlier from American private equity management The Blackstone Group Incorporated.

Superbet Leader Speaks

Ina press release, Superbet CEO Johnny Hartnett lauded Napoleon Sports and Casino's “strong brand presence in Belgium” and Napoleon's “digital and omnichannel approach” matching Superbet's “core DNA” which serves to “add extra momentum to long-term business goals.”

Key Drivers

Hartnett described core marketing and brand positioning as expansion benefits in acquiring Napoleon, calling them “in line” with our growth strategy of generating “additional sales from regulated markets with a strong online profile.”

Hartnett further looked forward to welcoming Napoleon's “experienced and talented team to our family” as “well-positioned to gain market share in Belgium and beyond.”

Napoleon Leader Speaks

Napoleon Sports and Casino CEO Tim De Borle expressed his excitement at the prospect of joining forces with Superbet Group to enjoy the benefits of the company's previous “exciting projects and international experience.”

The Fit

De Borle praised the matching strengths of both data-driven enterprises as the perfect fit for delivering “innovative online and offline entertainment to our players.”


The merging of the two companies looks like a key model for enhancing relations between jurisdictions, as part of the movement to meld global content providers with powerful local operators as a model for the general global integration of iGaming.

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