Online bookmaker Betway has extended its sponsorship of eSports team Ninjas in Pyjamas.
After being the main sponsor of Ninjas in Pyjamas for the last two years, Betway has signed on for another three years.
Ninjas in Pyjamas has recently added a top-tier DotA2 roster, and say they will be able to offer “new avenues for Betway to expand their presence in esports.”
As part of the seven-figure deal, Betway will feature prominently on all shirt branding, onsite branding and at the NiP training facilities. Content usage rights and player access will also be part of the agreement.
Anthony Werkman, Betway CEO said:
“Our partnership with Ninjas in Pyjamas helped put Betway on the map as an authentic, passionate and committed supporter of esports around the world.
It was therefore an easy decision for us to continue our sponsorship with them over the next three years and to expand that in to DOTA 2.
They are a firm favourite in the Betway sponsorship stable having demonstrated not only their skills in the arena but also their personalities behind the screen.
By actively engaging with fans through our Betway esports social channels they have helped bring more people closer to the game than ever before and we are very excited about the future together.”
Whilst Hicham Chahine, Ninjas in Pyjamas CEO commented:
“We are delighted to have extended our partnership with Betway after a very successful couple of years.
The team at Betway has been a pleasure working with, and has been a big part to the success we have seen over the duration of the partnership. We have developed a close and innovative relationship which made our choice obvious; to continue for the next 3 years.
Betway are the leading esports betting company and this partnership will allow us to continue to grow our legacy to millions of fans the world over. We are extremely proud of what we have achieved together over the last two years, and are confident we can elevate the partnership further.
We are looking forward to working together with Betway for the long term. #GONINJAS”
The significant length of the extension, being 50% longer than the original agreement, and the large sum of money involved highlight the rapidly increasing importance of eSports to the betting industry.