Marketing News

Online betting and gaming operator Betway has expanded its eSports sponsorship portfolio with a new partnership with leading professional DOTA 2 eSports team PSG.LGD.

The six-figure agreement will see Betway’s brand appear on the French-Chinese gaming team’s jerseys and jackets, with the operator also receiving access to the players for content creation, as well as experiential and social media activities.

PSG.LGD is a professional DOTA 2 team that sits within the French football club’s wider eSports organization, PSG eSports, which was formed in 2016 and has a number of professional teams competing across different games.

“Having already had plenty of success with sponsorship in esports, we are very excited to have signed a new partnership with PSG.LGD,” said Betway CEO Anthony Werkman. “The PSG brand is incredibly strong around the world and their involvement in esports has already been extremely successful, notably their more recent move into DOTA 2 with LGD. The PSG.LGD team has celebrated some early victories on the DOTA 2 circuit and we can’t wait to be part of their future success.

“Betway has always aimed to be at the forefront of the esports movement, and we look forward to partnering with yet another major player in the space.”

The latest deal builds on Betway’s portfolio of eSports partnerships, which currently includes DOTA 2 sponsorships with Ninjas in Pyjamas (NIP) and Invictus Gaming, alongside partnerships with NIP’s CS:GO team, as well as BIG and MIBR.

The operator also sponsors a number of CS:GO tournaments, including ESL Pro League, Intel Extreme Masters, ESL One and the BLAST Pro Series.

“We are pleased to welcome Betway to the Paris Saint-Germain family as a jersey partner of our eSports team,” said Sébastien Wasels, managing director of the Paris Saint-Germain Asia-Pacific office. “The partnership between such a globally recognised brand and our Club is yet another sign of the international appeal of the Paris Saint-Germain brand.

“From now on, Betway and Paris Saint-Germain will shine together around the world to the rhythm of our team's successes, starting with one of the biggest DOTA 2 events of the year this summer: The International, which will take place in Shanghai in August.”

PSG chief brand diversification officer Fabien Allègre added: “This new partnership confirms our development strategy in the sport. This is the reward for the ambitious project of our PSG.LGD team. With Betway, we will be able to offer more exclusive content for a wide international audience and engage even more with the DOTA 2 community.”