Playtech-owned operator HappyBet has become the official sports betting partner of German free-to-air television channel SPORT1.
The exclusive long-term partnership covers Austria and Germany and includes an extensive advertising campaign in target group-oriented and high-reach advertising environments on all SPORT1 TV, digital, audio and social media channels.
In addition, the operator will also use the SPORT1 brand for marketing and customer loyalty campaigns.
“The partnership with SPORT1 marks another milestone in our journey started in July 2022 with the acquisition of the HAPPYBET brand, a path destined to achieve many more successes that will lead us to strengthen our presence at European level,” said Snaitech CEO Fabio Schiavolin. “Over the years, Snaitech has consolidated extensive expertise and achieved a solid market position in Italy.
“With our development plan for HappyBet, we want to leverage our expertise in Germany and Austria as well, two markets with great potential, especially in the online sector.”
Dr Matthias Kirschenhofer, co-CEO of Sport1 Medien and managing director of Sport1 commented: “In HappyBet and Snaitech, one of the leading sports betting providers in Italy, we have found the ideal partner for the joint expansion of our activities in the sports betting market, which is of great economic interest to us.
“With the power of our far-reaching sports platform and our outstanding target group affinity and thanks to Snaitech’s extensive experience, we want to gradually expand our cooperation in the coming years – and write a long-term success story together.”
Michele Sessa, director of institutional affairs at Snaitech and managing director of HappyBet, added: “We are extremely proud of this multi-year partnership with SPORT1, the No. 1 multichannel sports platform in German-speaking countries. This is an important step in our renewal plan, which begins with the launch of our new website and extends across all our platforms.
“The collaboration will lead to the creation of high quality content that will be made available to the large audiences that follow SPORT1’s channels, but also to fans, offering them a more engaging and innovative gaming experience.”
HappyBet operates under Snaitech subsidiary Trinity Bet Operations, which was acquired by Playtech in 2018.
Shares in Playtech plc. (LSE:PTEC) were trading 0.55 per cent higher at 461.00 pence per share in London Tuesday morning.