Betway has further entrenched its marketing position in the tennis scene, inking a sponsorship arrangement with ATP Tour event the European Tour.

Representing an expansion of Betway’s sponsorship portfolio of elite tennis events, the deal builds on the SuperGroup-owned and Malta and Guernsey-based operator’s previous partnerships with Generali Open, Nordea Open, Miami Open, Hamburg Open, Noventi Open and the Mercedes Cup.

Anthony Werkman, Betway CEO said: “We are delighted to announce a partnership deal with The European Open, Belgium’s only ATP Tour Event.

“The tournament is still in its infancy but has already had some major names on its roll of honour. We’re looking forward to supporting the competition as it grows into a leading event on the ATP Tour.”

The agreement will enable Betway to gain brand recognition and exposure at the six day event, which takes place from October 19 to 12 in Antwerp, Belgium. Notable previous winners of the event include Andy Murray, Jo-Wilfried Tsonga and Kyle Edmund. 

“Since the beginning of the tournament, in 2016, we have been working hard on improving the different aspects of the organisation to give fans a top experience and to increase the value of our advertising assets,” said Juan de Dios Aguirre, Partner at Tennium, the European Tour’s operating company.

“We are proud of this agreement, that comes with a leading company in the sector, with scrupulous compliance of industry regulations.”

Outside of tennis, Betway has worked to expand its marketing presence in numerous other sports, notably becoming the international betting partner of 2020-21 LaLiga champions Atletico Madrid earlier this month.

Additional tournaments, leagues and governing bodies to have partnered with the firm include the South African national rugby union team, German football clubs VfB Stuttgart, Eintracht Frankfurt FC and Schalke 04 and the National Hockey League (NHL).