Betway steps up sponsorship in Belgium with signing of two landmark agreements
Betway inks betting partnership deals with RSC Anderlecht and the Belgian Football Association.
Betway has signed two landmark sponsorship deals within Belgian football to boost its sponsorship presence in the country, the company announced today.

The leading online bookmaker has signed an agreement with RSC Anderlecht, as well as a wider deal with the Belgian FA and Pro League that will see the company become the official betting partner of the historic Croky Cup, the country’s principal cup competition.

As part of the three-year deal with RSC Anderlecht, Betway, who launched in Belgium in September 2015, will receive wide scale in-stadium branding with the 33-time Belgian Pro League champions.

The agreement with the Belgian FA and top-flight Pro League begins with the round of 32 matches that take place on 20 and 21 September.

The two agreements come just weeks after the bookmaker extended its principal sponsorship deal with the English Premier League’s West Ham United through to the 2019/2020 season, following the club’s move into their new home, the London Stadium.

In July 2016, Betway announced three-year strategic betting partnerships with five Bundesliga 2 clubs including St. Pauli, Union Berlin and Karlsruher SC.

Betway’s Anthony Werkman said of the agreement with the 33-time Belgian champions: “We are proud and thrilled to become the betting partner of RSC Anderlecht. The club has a rich, hugely successful history, and we see this partnership as an opportunity to bring supporters even closer to Anderlecht and the excitement of the Pro League.”

Speaking of the landmark deal with the Belgian FA and Pro League, Werkman added: “The partnership with the Belgian Cup is an excellent platform to introduce our brand across all football supporters in Belgium. We look forward building up the excitement from the early round games all the way to the final in Brussels.”

Francois De Keersmaecker, president of the Belgian Football Association added: “The Croky Cup is the fastest road to European football qualification in Belgium, and the arrival of Betway as a partner of this competition proves its continuing growth and success.”

The Croky Cup is the premier knockout cup competition in Belgian football and was first held in 1911. Club Brugge have won the competition a record 11 times but were beaten in last year’s final by Standard Liege.