This story was published more than 1 year ago.
This week betting group BetFirst announced that they've signed a sponsorship deal with Belgian football club Royal Antwerp, becoming a shirt sponsor for the team.
This agreement will come into effect for the upcoming season and will run for five years. The cash consideration paid wasn't made available. In addition to the shirt sponsorship, the operator will gain additional marketing rights.
The agreement comes at an interesting time, as Belgian regulators recently announced a proposed blanket ban on gambling advertising within the country. The ban would affect all legal betting verticals, save for the country's lottery. If that ban does come into effect, it could throw this agreement into limbo, especially in terms of the placement of BetFirst's logo.
"We think it is only logical to invest in sport and its role in society, so that we all contribute to qualitative and honest sports competitions," said BetFirst Chief Marketing Officer Timothy Mastelinck. "The choice for RAFC was logical: there was an immediate click from the first moment.
"Just like us, the club wants to take its social responsibility and do more than what is strictly expected of it. We are therefore happy to contribute as a founding partner to the community activities of the club."
Royal Antwerp COO Dirk Van Oekelen also commented, adding: "We are extremely proud to have achieved one of the biggest sponsorship deals in the club's history with BetFirst. We are excited to introduce our Red and White community to the different aspects of this unique partnership."