Online bookmaker Betway has announced a partnership with Brazilian esports organisation FURIA.
Through this partnership, fans can anticipate international cross collaborations, including content and activations across BetwayTV, the bookmaker’s streaming platform. Moreover, FURIA will receive access to Betway’s partners in Brazil and globally.
Image credit: Betway / FURIA
RELATED: Betway expands MIBR partnership, joins forces with female CS:GO team
Betway will replace Ontario-based bookmaker Rivalry as the team’s official betting partner. The two had partnered initially in January 2020 as Rivalry made an aggressive move into the LATAM market.
Adam Savinson, on behalf of Esports at Betway, said: “We are proud and excited to be announcing our partnership with FURIA. Continuing our growth in the Brazilian esports market, we’re committed to providing the dedicated fans the best content and partnerships possible.”
Following this announcement with FURIA, Betway now boasts several active esports partnerships. This includes agreements with MIBR, PSG Esports, BIG Clan, and perhaps most notably, Ninjas in Pyjamas, which Betway has been partnering with since 2016.
André Akkari, Co-CEO FURIA, added: “We are very proud to announce Betway as our new partner. They are a global leader in esports betting who promote safe and responsible gambling. It’s a very exciting time for both brands and we’re looking forward to working with them on some creative content campaigns for our loyal fan bases.”
RELATED: FURIA sees strong hand in PokerStars deal
Esports Insider says: It’s interesting to see the different approaches to sponsorship and marketing in the esports betting space. For Betway, this appears to be most fruitful (presumably) in the form of team sponsorships, with the addition of FURIA marking five active deals for the operator.