Unibet Nets PSG Deal Extension

Betting brand Unibet has extended its partnership with French Ligue 1 side Paris St. Germain for 3 years. Unibet holding company, Kindred Group PLC has confirmed the deal. According to Mathieu Drida, Kindred’s France General Manager, the partnership is a 3rd Level agreement. The focus is on branding to Australia and the States of America’s markets.

The French Ligue 1 Champions will also allow the betting firm to coordinate their media appearances in Europe. This will guarantee the visibility of the brand to over 80 million football fans across the continent, and the world. This arrangement gives the two parties good positioning as it re-energize football betting markets across Europe.

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The Expanded Reach

Speaking to the press after penning down the deal, Drida said that he believed this partnership will front Unibet as a preferred betting company in France and Europe. The partnership is seen as an improvement from the $3.5 million agreement made in 2018. However, the final details have not been shared, but the expanded mandate points to this fact. That notwithstanding, this deal will go a long way in pushing Unibet’s visibility within the region.

Acknowledging this milestone, PSG’s Chief Partnerships Officer Mr Marc Armstrong confirmed the partnership. He thanked Kindred for the show of confidence in PSG and affirmed their commitment to help propel the brand to greater heights. With this agreement, PSG will be the launching pad for Unibet in Europe for football betting markets as they target other sports.

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Strategic Partnerships

The deal comes moments after Kindred signed a sponsorship package for the Euro Handball Championship 2020. This was the 8th straight partnership with Europe’s Handball Federation covering both the women and men competition. Unibet’s expansion plan is strategic, and with these partnerships, their reach will go beyond Europe.

Their goal is reaching more football fans through communication campaigns such as branding and media coverage. With the rising prominence of the Ligue 1 side in major European football competitions, this deal will open up the sportsbook’s visibility to the world.

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Written by:   Terry Riley

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