iGaming operator Betway has followed its deal with one Belgium's leading football clubs by signing a new sponsorship deal with the country's Football Association.
The partnership with Belgium's FA and its top football division, the Pro League, sees Betway become the official betting partner of the country's leading cup competition the Croky Cup, the equivalent of England's FA Cup or Germany's DFB Pokal.
The Croky Cup has been held each year since 2011, with Club Brugge winning the competition a record eleven times. The current holder of the cup is Standard Liege, which beat Brugge in last year's final.
The deal strengthens Betway's brand presence in Belgium, where it operates a licensed gaming offering via the Betway.be domain.
Earlier this week it signed a deal to become the official betting partner of Royal Sporting Club Anderlecht, Belgium's most successful football club, replacing bwin.party as the club's iGaming partner.
"The partnership with the Belgian Cup is an excellent platform to introduce our brand across all football supporters in Belgium," Betway director of marketing and operations Anthony Werkman commented.
"We look forward building up the excitement from the early round games all the way to the final in Brussels."
Francois De Keersmaecker, president of the Belgian Football Association, added: "The Croky Cup is the fastest road to European football qualification in Belgium, and the arrival of Betway as a partner of this competition proves its continuing growth and success."