Betting.com, the sports betting community of Game Lounge Group, has become the lead sponsor of Premier League matches streamed by Swedish OTT service provider ViaPlay. 

The tipster and sportsbook community will serve as the streaming sponsor of all ViaPlay Premier League content for the ongoing 2021/22 season.

ViaPlay is the OTT sports and entertainment platform of Nordic Entertainment Group (NENT) which this summer secured 2022-to-2028 streaming rights for 380 live Premier League matches allowed to be broadcast within Scandinavia and Baltic regions.

Supporting ViaPlay’s broadcast, Betting.com detailed that it would develop exclusive Premier League content for its community to engage with matches.

Betting.com stated its delight at helping ViaPlay maintain Swedish football fans engaged with live English football matches, that have been broadcast since 1969.

“The Premier League has developed so many memorable Swedish football talents through the years that it felt like our duty to sponsor Viaplay’s broadcasts. We hope that this season will bring many new memories,” said Martin Grozev, CEO of Betting.com.

The ViaPlay partnership is recognised as Betting.com’s biggest sponsorship since the legacy portal’s revamp in 2016 under the management of Game Lounge.

Betting.com now operates as a wagering community for and by “punters who love to share their betting tips, compare odds between different bookmakers in real-time, and always bet with the best possible odds on every available market”.