Betway has strengthened its ties to eSports with a six-figure deal to sponsor Swedish professional team Ninjas in Pyjamas (NiP).

Having been one of the first operators to launch a dedicated eSports microsite in 2015, Betway now claims to be the first UK-focused operator to directly invest in a professional eSports organisation.

Its deal with NiP sees Betway take ownership of the rights for the team's content, gain full player access and benefit from brand placement on team shirts and at the NiP's dedicated gaming venue.

"We are delighted to join forces with Ninjas in Pyjamas, a team with an unrivalled history of success in eSports that is hugely popular the world over," said Anthony Werkman, Betway’s director of marketing and operations.

"We have put a special focus on our eSports offering over the past few years by launching the first eSports specific microsite and content channels.

"Our agreement with NiP is yet another first and cements our position as the world’s leading eSports bookmaker," Werkman added.

NiP was originally founded in 2000, with this original team playing until its dissolution in 2007. It was then re-formed in 2012 and competes in tournaments and matches focused on games including Counter Strike: Global Offensive, League of Legends and Dota 2.

"We are thrilled with the opportunity to work closely with the leading eSports betting company and are certain the partnership will allow us to continue to grow our legacy to give our millions of fans around the world unforgettable experiences they will remember for a lifetime," Ninjas in Pyjamas chief executive Hicham Chahine said of the new partnership.