Online gaming operator Betway has been unveiled as a new international sponsor for premier tennis team events the Davis Cup and Federation Cup until 2018.

As partner, Betway will enjoy prominent brand visibility at this weekend’s Davis Cup by BNP Paribas Final in Ghent between Great Britian and Belgium. The operator was introduced as sponsor at the Fed Cup by BNP Paribas Final in Prague earlier this month.

Betway will receive court-side branding at all Davis Cup and Fed Cup World Group ties, which the company said will enable "innovative activations to strengthen fans’ engagement".

“The ITF welcomes Betway to our family of sponsors,” said David Haggerty, president of the International tennis Federation, the governing body for world tennis. “To continue strengthening our flagship events, Davis Cup and Fed Cup by BNP Paribas, the support of strong and creative partners like Betway who will elevate our fans’ enjoyment of the competitions is an important initiative.

“Betway is a well-respected international betting brand. The ITF and Betway share the mission to keep the sport of tennis clean.”

The deal increases Betway’s presence in the sports sponsorship market, with the operator also the official principal sponsor of English Premier League side West Ham United, as well as title sponsor of Betway Premier League Darts and Betway UK Snooker Championship, among others.

“Davis Cup and Fed Cup by BNP Paribas fit perfectly within our roster of exciting, high profile sponsorships,” said Anthony Werkman, marketing and operations director of Betway. “We are especially looking forward to this weekend’s Davis Cup by BNP Paribas Final in Belgium, as it is a key market for us following our recent launch in the country.”

The announcement with Betway follows the renewal by Davis Cup and Fed Cup international sponsor Adecco, and Davis Cup international sponsor Rolex, earlier this year.

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