Betway Now Served at the Davis CupPublished November 28, 2015 by Lee R
This is the first direct sponsorship agreement for an online gaming company in professional tennis.
One of the world's leading betting and gaming companies is now getting its name into major tennis.
According to an announcement by the International Tennis Federation November 25th, Betway has is now an official sponsor of the international professional Davis and Fed Cup by Paribas competitions until 2018.
While other online gaming companies such as bet365 Sports have been branching out into sports marketing sponsorships, the competition to expand those partnerships remains brisk.
Tennis is certainly a new frontier. Betway was introduced as an international sponsor by BNP Paribas at the Fed Cup final in Prague, and the Betway name will be featured prominently for the first time at the Davis Cup competition in Ghent this weekend.
Per the agreement, the Betway name will be displayed courtside at all Davis Cup and Fed Cup by BNP Paribas World Group ties.
The New Partnership
The ITF is embracing their new partner warmly, with ITF President David Haggerty commenting that “the support of strong and creative partners like Betway who will elevate our fans’ enjoyment of the competitions is an important initiative” for continuing to strengthen the ITF's flagship events Davis Cup and Fed Cup by BNP Paribas.
Haggerty also lauded Betway as “a well-respected international betting brand.” The company has been a leader in online betting, casino, bingo and poker since its launch in 2006. It has since expanded across a diverse landscape of regulated markets from the UK to Malta to Italy, Denmark, Spain, Belgium, Germany and Ireland.
Betway's Strategic Expansion
Betway's expanding visibility includes a principal sponsorship with the English Premier League side West Ham United, as well as adding recent title sponsorships in the Betway Premier League Darts and the Betway UK Snooker Championship.
Betway Marketing and Operations Director Anthony Werkman pointed out that the BNP Paribas final in Belgium this weekend was the perfect time to add the sponsorship name, fresh on the heels of the company's recent launch into the Belgian online market.