The 7-figure agreement will allow the betting firm to continue to be NiP’s major partner, with its brand featuring on NiP jerseys, training facilities and content usage rights.
Since 2016, Betway has been sponsoring Ninjas in Pyjamas and it was the gambling company’s first eSports-focus partnership. Betway’s Chief Executive Anthony Werkman explained the bookmaker’s plan to transform the eSports team into a legacy partnership for the gambling operator’s marketing portfolio.
“Our partnership with Ninjas in Pyjamas helped put Betway on the map as an authentic, passionate and committed supporter of esports around the world. It was therefore an easy decision for us to continue our sponsorship with them over the next three years and to expand that in to DOTA 2.” said Werkman in a press release.
“They are a firm favourite in the Betway sponsorship stable having demonstrated not only their skills in the arena but also their personalities behind the screen. By actively engaging with fans through our Betway esports social channels they have helped bring more people closer to the game than ever before and we are very excited about the future together.”
The Tested Partnership
NiP’s partnership with Betway has been tested by tournament organisers’ reluctance to involve betting companies. In August 2017, the eSports team was forced to dissolve its agreement with Betway due to its re-entry into the European League of Legends Championship Series: Riot Games, which banned all participating teams from having any gambling sponsors. NiP resumed its deal with Betway one month later and eventually dissolved its League of Legends team.
CEO of NiP Hicham Chahine commented on the new agreement with Betway: “We are delighted to have extended our partnership with Betway after a very successful couple of years. The team at Betway has been a pleasure to work with and has played a big part in our success.”
Chahine described Betway as “the leading eSports betting company” and believed that the partnership would enable NiP to grow its legacy.