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Sports sponsorships in the global betting and gaming industry never sleep. This week alone has already produced some major deals, which will be seen by millions of sports fans around the world.
This edition of Sponsor Spotlight will look at some significant market gains in Greece with Superbet, underscore the increasing tie-ins of prediction markets with football, and highlight GR8 Tech’s very Special new brand ambassador.
Greece football giants going Super
Not even a month after Superbet entered Greece in late March, the CEE gambling powerhouse has initiated an aggressive market share takeover strategy, joining two of the biggest football clubs in the country.
Announcing sponsorship deals with both Panathinaikos and PAOK, Superbet is clearly aiming for a rapid expansion through a strategic increase of brand visibility.
Not only that, but the Romanian gambling brand will also help build up the Greek sports scene even further by financially backing the development of infrastructure and youth athletes academies.
Predicting the game
Sticking to the football pitch, Spain’s LALIGA commercial arm in North America has taken note of the rising popularity of prediction markets in the US.
As such, the first official partnership between a prediction markets platform and a European football league is now a fact, with LALIGA North America putting pen to paper with Polymarket – one of the two biggest prediction market platforms in the world.
Shayne Coplan, Founder and CEO of Polymarket, commented: “Our goal is to give fans a more expressive way to follow the game, where opinions on players, matches, and season outcomes can be reflected in real time.”
World Cup newcomer
Taking football and prediction markets on an even bigger scale, FIFA has just announced its first-ever World Cup partnership with such a platform, although it might come as a bit of a surprise.
Instead of teaming up with the above-mentioned Polymarket or Kalshi, which is the former’s main competitor in the space, FIFA has announced that its latest partnership venture is with a company called ADI Predictstreet, which emerged as a licensed entity in Gibraltar mere days ago.
Regardless, FIFA President Gianni Infantino remained confident that fans will be pleasantly surprised by what ADI Predicstreet has to offer them during this summer’s football heatweave.
He said: “By partnering with FIFA, ADI Predictstreet will be introducing an exciting new way for fans around the world to engage with football, using insight and interaction to deepen their connection with our competitions.”
The Special One
Rounding off this week’s edition is the partnership between GR8 Tech and renowned football manager José Mourinho, who has deservingly earned his nickname ‘The Special One’ by having one of the most successful managerial careers in history.
Both GR8 Tech and Mourinho combine immense expertise and know-how in their relevant fields, and it is certain that they will effectively champion the art of outperforming the competition.
Mourinho noted: “I have worked with many organizations over the years. What separates the ones who win consistently is never talent alone—it is culture. The belief that preparation is never optional. I recognised that in GR8 Tech immediately.”
Spotlight rankings: Who’s standing out?
- Polymarket / LALIGA
This comes first due to the superb level of brand recognition that both entities carry globally. Not only that, but it also plays into a much wider context – political at large – where prediction markets are usually frowned upon by European regulations. Could this signal that there is a way into Europe after all?
- FIFA / ADI Predictstreet
Second on today’s list should be prediction markets again. While opinions remain divided on them, one thing is for certain – partnering with the biggest football organisation in the world will definitely send the message that these offers are here to stay. And what better way to establish this than being promoted at the World Cup?
- Superbet
Third in line is Superbet’s Greek expansion, which has so far seen the company scooping up sponsorship deals with two of the biggest sports teams in the country, not even two weeks after it entered the market.
With the social aspect added to that, this is shaping up to be a profitable symbiotic relationship for both Superbet and the Greek sports scene.
- GR8 Tech / José Mourinho
Last but not least is GR8 Tech’s partnership with Mourinho. While on a significantly smaller scale than everything else we’ve got today on our list, the partnership is nevertheless oozing confidence, and is certainly one of the more notable ones.
Viktor Kayed
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