LeoVegas agree German Handball Bundesliga marketing partnership

Swedish gaming operator LeoVegas have agreed a multi-year marketing partnership with the German Handball Bundesliga (HBL), in a deal brokered by sportsbetting company Sportradar.

This multi-year deal will see LeoVegas Sport branding appearing prominently across the HBL’s offline inventory, including courtside LED boards, floor stickers and interview backboards.

LeoVegas branding will also appear across the HBL’s digital platforms and content solutions powered by Sportradar such as the online Matchcenter.

In a joint statement Sportradar’s Head of Advertising & Sponsorship Sales Dominik Beier said: “This is a natural extension of our existing suite of premium services to both betting operators and sports federations or leagues. We have built up trusted relationship with these groups over a number of years by delivering consistently high quality services.”

“After developing other successful tie-ups for the likes of the German Basketball Bundesliga and Bayer Leverkusen, as well as others in Austria, it felt logical to continue helping betting operators identify opportunities that can help them meet their brand and marketing objectives”.

LeoVegas Country Manager for Germany, Tobias Scholz, added: “Germany is a really important growth market for us and therefore we needed to critically evaluate how we are spending our marketing and activation budget. This would ensure that we are effectively and efficiently hitting our objectives and getting the value that matters to us. Speaking to the team at Sportradar, they were able to help guide us to federation and league options and then prioritise those options.”

“What was really exciting was how Sportradar were able to develop a uniqe package that not only included a whole range of digital activation, but really creatively leveraged the HBL data and content solutions they have. This partnership with the German Handball Bundesliga is one to watch as far as we are concerned and we feel confident that Sportradar’s understanding of our betting world as well as the sports world has ensured a relationship that will really work for everyone”.


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