Manchester United has sealed a new agreement that sees Bwin become its official online gaming and betting partner, reports SportBusiness. The initial three-year deal aims to reinforce Bwin's position as Europe's leading sports betting brand in football.
The sponsorship package includes the integration of Bwin into United's official website, the creation of co-branded social gaming products, match day perimeter board signage at Old Trafford, access to players for marketing campaigns, a range of in-stadia initiatives including Bwin-branded betting kiosks and other marketing rights.
Norbert Teufelberger, co-CEO of Bwin's parent company Bwin.party, said: "Manchester United is one of the biggest names in world sport with a global fan base running into hundreds of millions. We share a passion for football that has always been at the heart of our long-term brand development strategy.
"As Europe's leading online sports betting operator, football is fundamental to our long-term success, making up approximately half of our total sports betting revenue of Eur261 million in 2011. As well as supporting our real money gaming business, the agreement complements our recent move into social gaming.
"United has 569 million followers outside of Europe, providing us with a great opportunity to offer jointly designed and innovative products in countries that do not yet allow real money online sports betting."
Manchester United's commercial director, Richard Arnold, added: "Bwin has an established and reputable reputation in online gaming in Europe and Manchester United is pleased to be bringing that model to not only the 76,000 football fans who visit Old Trafford for every game, but also our huge global audience.
"Like Manchester United, Bwin is a leader in its market. It offers an enhanced betting experience with engaging content, utilising the latest technologies and bringing something new to the UK market.
"This, along with the company's knowledge of football, is why we chose to align ourselves with Bwin and we are looking forward to a successful partnership."
