GVC Holdings’ bwin has sealed a sports betting partnership with Belgium’s highest football division, the Pro League.
Belgium.- Sports betting operator bwin has closed a three-year agreement to become the official sports betting partner of the top Belgian football division, the Pro League.
The deal was brokered by sports broadcaster Eleven Sports and will also cover the lower tier 1B Pro League and the Super Cup, which pits the champions of the Pro League against the winners of the Belgian Cup.
The agreement will include streaming rights, with bwin’s online and mobile platforms able to broadcast live match coverage to customers.
Pierre François, General Manager of the Pro League, said that the partnership would highlight responsible gambling and fight against unhealthy betting habits.
He said: “Each partner is aware of the risks of irresponsible behaviour and is committed to minimising these risks, each in its role.
“Bwin, the Pro League and Eleven Sports will commit, within the framework of this partnership, to lead an integrated policy prevention, protection of players and the integrity of football as a whole.”
Steven Cartigny, bwin’s Commercial Head of Benelux and the rest of the world, said: “Belgium is a breeding ground for talent that is successfully exported all over the world. As a result, the eyes of the whole world are more and more on our Pro League.
“Together with Eleven Sports, we want to increase interest in Belgian football and we want to present our bwin betting platform to viewers in an [engaging] and responsible manner.”
The Pro League will be expanded next season from 16 to 18 teams after the club Waasland-Beveren successfully took legal action against its relegation brought about by the early curtailment of 2019-20 season due to the Covid-19 pandemic.
GVC, the owner of bwin, marked the start of a new era this month with the appointment of new CEO Shay Segev.