Online gaming operator Betway has become the first advertising partner of cloud-based communication and entertainment platform Screach, while also renewing its sponsorship of the Weekend Sports Breakfast show on talkSPORT.

The deal with Screach, the venture capital backed technology business headquartered in Newcastle upon Tyne, sees Betway gain exclusive rights for betting and gaming advertising in the first 1,000 UK pubs who sign up to the new Screach Lite service.

Delivered in partnership by Screach and BT Sport, the platform is pre-loaded with content and connects directly to the TV and audio visual networks of venues across the UK, giving pub landlords the ability to control what is shown on their TV screens, played over their speaker systems, and ads displayed via their WiFi networks.

Betway will promote its full product and services range, including its flagship sportsbook offering, with content delivered through the proprietary Screach box.

“The partnership with Screach enables us to place our brand and product communications directly in front of our ideal target audience in pubs and on a platform they already engage with – TV screens,” said Anthony Werkman, marketing and operations director at Betway. “We really like the innovative nature of the Screach technology and although our initial relationship is only linked to 1,000 venues, we are looking forward to developing our relationship into the future.”

Robert Rawlinson, CEO of Screach, said: “We’re delighted to announce Betway as our first strategic advertising partner for the launch of the BT Sport Total Screach Lite service. The Betway agreement is good for our customers as it allows us to provide our service completely free of charge for the first 1,000 pubs who sign up.

“With our increasing presence in pubs across the UK we are an attractive advertising option for the gaming sector, and indeed any business which markets to UK adults. We feel we are well placed to become the largest in-venue out of home advertising platform in the UK and look forward to announcing more advertising partnerships in the near future."

In related news, Betway has renewed its sponsorship of the Weekend Sports Breakfast show on sports radio station talkSPORT, hosted by delivered in partnership by Screach and BT Sport, until July 2016.

On air Saturday and Sunday mornings from 7am to 11am, the show will feature Betway’s Alan Alger discussing the latest odds and will include a number of giveaways and a substantial digital campaign.

“Punters tune into the Weekend Sports Breakfast in their droves to get the latest odds on the day’s sporting events, and we’re thrilled to be extending our association with talkSPORT,” said Alger. “They are the ideal partner for Betway and we look forward to building upon the early success of our relationship.

talkSPORT’s sales director, Adam Mills, said: “We’ve had a fantastic relationship with Betway and I’m really looking forward to us continuing to work together as the excitement builds for the new season of the Barclays Premier League kicking off in a few weeks’ time.

“As the UK’s only dedicated sports radio station we can reach fans in ways that other media can’t and give great opportunities for big show sponsors like Betway.”