Betsafe Becomes Sheffield United FC In-Stadium Betting Partner

Online gambling operator Betsafe has become the official in-stadium betting partner of Football League One football club Sheffield United for the 2016/2017 season. Under the terms of their agreement, the gambling brand will receive brand visibility across the club’s host venue – Bramall Lane.

The partnership includes the addition of Betsafe-branded kiosks across the stadium as well as staff clothing and related initiatives.

Commenting on the announcement, Betsafe UK Brand Manager said that they are really excited to see the brand grow in the UK. The official further noted that by expanding their sponsorship portfolio, the gambling operator will be able to deliver on its strategy to further establish itself in the UK online gaming market.

The Sheffield United betting partnership has not been Betsafe’s first foray into English football. Last October, the innovative gambling brand signed a similar agreement with Premier League football club Manchester City. Betsafe thus became the official betting partner of the club’s both men’s and women’s teams.

Under the terms of the agreement, the gambling operator secured brand visibility across Etihad Stadium, including LED advertising and betting kiosks, presence on the club’s official website as its betting partners, and numerous related benefits. In exchange, Betsafe is to provide Manchester City FC fans with exclusive promotions and betting initiatives.

Originally launched in 2006, Betsafe has gradually established itself as a well-recognized brand across the highly competitive online gambling market. In 2011, the brand was acquired by Swedish gambling giant Betsson Group. The acquisition resulted in Betsafe’s further growth and expansion over the past several years.

Although the Nordic countries are the brand’s core market, it has extended its reach to Eastern and Central European jurisdictions as well. As it could be seen, it is also focused on expanding presence in UK’s multi-billion-pound gambling market and has recently introduced its operations to Canadian gambling customers.

At present, Betsafe’s website offers a sportsbook, live betting options, traditional online casino as well as live casino games, and poker. It was also relatively recently when the brand introduced its Virtual offering, thus giving its customers access to virtual dog and horse racing, basketball, tennis, and football content.

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