Bwin lands betting streaming rights to Belgian top tier
Bwin, the international online betting operator, has today struck a streaming deal with the Pro League and Eleven Sports, the Belgian soccer league's new domestic rights holder.
Under the terms of the three-season deal, Bwin becomes the sports betting partner of the pair, holding the domestic streaming betting rights for the top-tier 1A, which will it make available to customers on its 'Bet and Watch' app.
Bwin will also be the official betting sponsor of the second-tier 1B and the Belgian Super Cup.
The three parties will also collaborate to promote the importance of responsible gambling.
Pierre François, general manager of the Pro League, said: "Gambling and betting can add an extra dimension to the football experience. However, each partner is aware of the risks of irresponsible behaviour and is committed to minimising these risks, each in its role. Bwin, the Pro League and Eleven Sports will commit, within the framework of this partnership, to lead an integrated policy prevention, protection of players and the integrity of football as a whole.
"The partnership will be tested at all times against the objectives and best practices defined in the protocol of cooperation between the Professional League and the Games Commission."
Steven Cartigny, commercial head of Bwin Benelux, added: "Bwin is extremely proud to become the exclusive partner of the Jupiler Pro League and Eleven Sports for the next three seasons. Bwin is a benchmark in the world of sports and casinos in line thanks to its European sponsorship strategy and also wants to have a strong presence in Belgium.bwin has already established a successful partnership with the German Football Association and Bundesliga 3.
"Due to this positive experience, we now want to focus more about Belgian football. Belgium is a breeding ground for talent that is successfully exported all over the world. As a result, the eyes of the whole world are more and more on our Jupiler Pro League. Together with Eleven Sports, we want to increase interest in Belgian football and we want to present our bwin betting platform to viewers in a confidential and responsible manner."
Eleven, which unveiled a rebrand yesterday, holds media rights to the Pro League in a five-season deal valued at €103 million ($121.2 million) per year, which begins with the 2020-21 season.
That gets under way on 8 August, with 18 teams competing, up from 16, after a court ruled that Waasland-Beveren, which were relegated at the end of the 2019-20 season, should be reinstated. They have now been reprieved and will be joined in the top division by OH Leuven and Beerschot Wilrijk, the two clubs that contested the promotion play-off.
Eleven has launched three channels for its domestic soccer coverage which, as well as the 1A, 1B and Super Cup, also includes the Women’s Super League, Belgian FA Cup and esports’ E-Pro League, along with documentaries, reports and interviews.
Distribution deals are in place with telcos Orange and Proximus, while RTBF, the French-language public-service broadcaster, has landed highlights rights for Saturday and Sunday evenings.