Malta-based sports betting operator VBET has been named as the title sponsor of Swedish esports organisation Alliance.
VBET, which currently operates in the United Kingdom, France, and Germany, will take its first steps into esports as a result of its partnership with Alliance.
According to the release, VBET’s sponsorship of Alliance will help strengthen the support given to its current rosters, as well as allowing the organisation to expand into other ‘key titles and regions’. Moreover, the partnership is expected to fuel ‘resources to create more organic content’ for Alliance fans.
VBET Head of Esports Eduard Avagyan commented on the deal in a release: “We are pleased to announce our new partnership with Alliance,” he said. “Alliance has had a massive impact on esports and a history of commitment to esports. We believe that our experience and shared values of loyalty, respect, and community-oriented culture will make our partnership great.”
VBET will host an ‘ultimate fan experience’ competition through the partnership, which includes a trip to attend Dota 2’s The International tournament. Alliance will additionally host charity poker tournaments featuring personalities from the organisation and surprise guests.
Alliance CEO and Co-founder Jonathan Berg added: “It’s with great pleasure that I welcome VBET to the Alliance family and I’m honoured that they have chosen to enter esports for the first time together with us.
“I’ve gotten to know the VBET team over the past months and I’m confident in saying that this is just the start of a long-lasting partnership that will help us support our players better as well as bring fans closer to us.”
Founded in 2003, VBET is a privately held sports betting operator offering both traditional sports and esports markets, as well as various casino and skill-based games. VBET is currently partnered with BetConstruct, a popular odds feed provider in esports, as well as professional Ligue 1 football club AS Monaco.
Esports Insider says: The esports betting landscape has become a fairly overcrowded sector, however, it’s not as frequent we see proven, non-endemic operators entering the space in deals like this. Only a few years shy of sporting two decades in bookmaking, VBET is certainly a welcome partner in the space as it helps build the street credibility of esports in the global gambling industry.