Just Bet Online (JBO) has extended its partnership with French Ligue 1 side Olympique de Marseille as the club’s official asia betting partner.

The collaboration looks to continue to create  activations and content-marketing opportunities, in line with the operator’s aim which has been described as ‘to engage, educate and entertain’.

A JBO spokesperson welcomed news of the brand’s latest renewal partnership, explaining: “JBO has harnessed a suite of well-positioned international betting partnerships to drive awareness and participation around our progressive brand values across both mature and developing Asian territories – and this ongoing collaboration with OM is a firm tent-pole in our home camp. 

“We’re always looking for ways to engage with our customers across digital channels and OM knows how to inspire and deploy natural fan enthusuiasm.”

The partners look to provide a platform to grow and engage both parties’ combined fan-bases across Asia, with a shared focus on expanding the existing Asian audience appeal, alongside leveraging the ‘natural sporting synergies’ between two networks in the digital domain.

While JBO continues to develop its online offerings for sports fans around the region, this latest announcement looks to demonstrate its commitment to international growth and fan engagement within a responsible gaming culture.

Nathalie Nénon-Zimmermann, Chief Marketing and Revenue Officer at OM, commented: “We’re thrilled to continue our adventure with JBO as our official Asia betting partner. It’s a brand which perfectly aligns with OM’s history and continued success. We share similarly-aligned values around the game for securing our goals in the most dynamic way possible.

“We look forward to bringing some top-class content and activity to Asian markets where our signature style can help fans find new and deeper ways in which to interact with the elite football they’ve come to expect from OM.”

The deal has been described as boosting OM’s ‘progressive and ambitious’ expansion over the past 12 months, growing its global footprint into emerging markets, 

“It’s fantastic to see Marseille creating wider interest from outside France, and JBO are the ideal team with which to grow our own brand via the unifying power of football. We can’t wait to grow our cooperation with JBO and to see this relationship organically evolve over the unfolding season to come,” added Nénon-Zimmermann.

Earlier this year, the Asian sportsbook operator expanded on a partnership with Spanish LaLiga club Real Betis Balompié as part of a wider branding strategy.

Real Betis had a well-established relationship with betting company RB88 since August 2019, however, RB88 then decided to focus its marketing efforts on the flagship JBO brand.

JBO superseded the RB88 brand, and as a result of the arrangement, the enterprise became the regional partner in Asia of Real Betis for the remainder of the existing agreement between the club and RB88.