Betway has announced a sponsorship deal with esports team Ninjas in Pyjamas in an agreement the company said represents a record commercial link-up.
Under the six-figure deal, the bookmaker will receive branding placement on the front of players’ shirts, in addition to content usage rights, onsite branding at the team’s gaming house and full player access.
Betway is the first UK-based bookmaker to directly invest in an esports team.
“We are thrilled with the opportunity to work closely with the leading esports betting company and are certain the partnership will allow us to continue to grow our legacy to give our millions of fans around the world unforgettable experiences they will remember for a lifetime,” Ninjas in Pyjamas chief executive Hicham Chahine said.
Betway’s Anthony Werkman added: “We are delighted to join forces with Ninjas in Pyjamas, a team with an unrivalled history of success in esports that is hugely popular the world over.
“We have put a special focus on our esports offering over the past few years by launching the first esports specific microsite and content channels.”