The Dutch football club, Fortuna Sittard, has announced a sponsorship deal with the online sports betting company, BetCity. The deal foresees that the organization will serve as the primary sponsor for the upcoming season.
The club is based in the Dutch town of Sittard and competes in the Eredivisie, the highest level of professional football in the Netherlands.
The three-season collaboration was first announced in February, with BetCity appearing on the sleeve of match jerseys, but it has subsequently been expanded and changed to a front-of-kit agreement.
Betcity replaces Hurkmans Groep as the Eredivisie club’s primary sponsor. The betting firm believes this sponsorship will increase its brand recognition in the European market.
Betcity is an international bookmaker company. It was recently acquired for €300m (£257m) by Entain plc, an international sports betting and gambling company.
Ivo Pfennings, General Manager of Fortuna Sittard said, “We are pleased that we can finally announce this happy news. From the moment we entered the process, we have a very good feeling about BetCity, something that has only grown during the first months of our collaboration.
“The fact that BetCity signed the main sponsor contract before the denouement of the competition is a testament to their position in this partnership and the confidence they have in the club.”
“To kick off the collaboration, BetCity will tackle the (yellow-green) appearance of the stadium together with Fortuna Sittard and its supporters. More information about this will follow in the very near future.”.
Melvin Bostelaar, CEO at BetCity, commented, “From the first conversation we had with Fortuna Sittard, openness and realism prevailed. We felt very welcome and look forward to the moment when we are on the shirt as the main sponsor and together we will make this partnership a success.”