The European Tennis Tour, a part of the ATP Tour has partnered with the online sports betting and gaming operator Betway.
The agreement will see Betway gaining brand exposure at the six-day event to be held between October 18 to October 24 at Antwerp, Belgium.
Antwerp has provided the fans with some great tennis and sporting entertainment at the European Open since 2016. The two most recent editions of the event were won by Andy Murray in 2019 and Ugo Humbert in 2020.
Commenting on the agreement, Juan de Dios Aguirre, Partner at Tennium, the European Tour’s operating company, said, “Since the beginning of the tournament, in 2016, we have been working hard on improving the different aspects of the organisation to give fans a top experience and to increase the value of our advertising assets.
“We are proud of this agreement, that comes with a leading company in the sector, with scrupulous compliance of industry regulations.”
Anthony Werkman, Betway CEO, said, “We are delighted to announce a partnership deal with The European Open, Belgium’s only ATP Tour Event.
“The tournament is still in its infancy but has already had some major names on its roll of honour. We’re looking forward to supporting the competition as it grows into a leading event on the ATP Tour.”
Betway already has agreements in place with some other international tennis events such as Generali Open, Nordea Open, Miami Open, Hamburg Open, Noventi Open, and the Mercedes Cup.
It also has arrangements in place with various sports leagues and teams around the world which include the likes of the South African national rugby union team, German football clubs VfB Stuttgart, Eintracht Frankfurt FC and Schalke 04 and the National Hockey League.
One of their most recent partnerships includes becoming the international betting partner of 2020-21 La Liga champions Atletico Madrid.