PSG Esports, the competitive gaming division of French football club Paris Saint-Germain, has extended and expanded its partnership with bookmaker Betway.
The agreement sees Betway named the official principal partner for PSG.LGD, a Dota 2 team co-operated by PSG Esports and Chinese organisation LGD Gaming. Moreover, the bookmaker will become PSG Esports’ official betting partner.
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Paul Adkins, Operations and Marketing Director at Betway, commented: “We’re delighted to renew our partnership with PSG.LGD’s legendary DOTA 2 team. Our relationship has gone from strength to strength and it’s been a very successful sponsorship for us. We’re now very excited to be able to take it to the next level.”
According to the release, Betway first collaborated with PSG.LGD in 2018. A year later, the bookmaker announced a ‘six-figure global partnership‘ with the Dota 2 team. The extension sees the gambling firm become PSG.LGD’s main partner for ‘at least one year’.
Previous activations from its 2019 partnership included jersey sponsorships, content creation, and social media promotion. Alongside PSG Esports, Betway has also secured partnerships with esports organisations such as MIBR and BIG.
Fabien Allègre, Paris Saint-Germain’s Director of Brand Diversification, added: “We are thrilled to extend and expand upon our existing partnership with Betway, who has been an excellent supporter of our esports efforts and the PSG.LGD team in particular for nearly 2 years now.
“Through our existing relationship, Betway has proven itself to be an organisation that really understands the gaming community, and together we are looking forward to innovating and delivering truly unique and exclusive experiences to our fans together.”
Esports Insider says: Betway’s extension is a significant announcement for PSG.LGD. Not only will the deal financially benefit PSG Esports, but Betway has further integrated itself into the organisation’s operations, which will increase the bookmaker’s brand reach.