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Betsson enters into an international agreement with Avaldsnes IL
The Karmøy football club signs its largest sponsorship agreement ever.
Betsson has signed a main sponsorship agreement with the Norwegian Toppserie club, Avaldsnes IL. The sponsorship is another step in Betsson’s commitment to diversity and gender equality in sports.
Betsson already has boxing stars Katharina Thanderz and Cecilia Brækhus signed to their name but is now further strengthening its female profile by becoming main sponsors of Avaldsnes IL.
As a club, Avaldsnes has built a name for itself in Europe through strong performances in the Champions League in recent years. Through this agreement, Betsson provides financial support to Avaldsnes in their journey to qualify for the Champions League every season. It will also support them in their long-term goal of establishing themselves as a top team in Europe.
Ronni Hartvig, Chief Commercial Officer at Betsson Group said, “At Betsson, we believe in diversity as a key innovation factor in all areas, including sports. We are happy to witness more interest in women’s football and we want to be part of that drive. We also believe that our brand will get valuable worldwide exposure in future Champions League matches. This is a strategic agreement that we are confident will benefit both parties in the years to come.”
Speaking about the agreement, Stian Staveland Nygaard, General Manager of Avaldsnes Elite, believes the deal with Betsson is a key element to be able to reach the club’s goals. “Running a top club aspiring to win the league and to play in the Champions League is expensive. In order to fulfil our ambitions, we depend on strong sponsors backing us, and we are very happy that we landed this agreement with Betsson. It is our biggest sponsorship deal of all time and provides stability in these challenging times.
“The sponsorship market has changed during this last year, and we have had to think differently. Having Betsson as a partner believing in our project allows us to invest, instead of having to lower our ambitions, which would have been the sad alternative,” said Stian.
The sponsorship agreement is part of Betsson’s international marketing strategy and is expected to affect all markets in which Betsson operates. As the main sponsor, Betsson has secured exposure through kit advertising in matches played outside of Norway. For matches in Norway, Betsson has renounced kit exposure in favour of Avaldsnes to further promote their ‘#EqualOpportunities’ campaign.
The #EqualOpportunities campaign has been since 2017 raising awareness on the differences between men’s and women’s football. The goal is to ensure that girls and boys have equal opportunities to reach the top. “Sadly, gender differences in Norwegian football are still huge and this is something we want to change. Therefore, we are happy with Betsson’s support to let us promote the ‘#EqualOpportunities’ campaign on our kit when we play matches in Norway,” concluded Stian.
Betsson’s Ronni Hartvig is also pleased that Betsson can provide support for such an important message. “While we are waiting for Norway to introduce a licensing system that allows us to further invest on Norwegian soil, ‘#EqualOpportunities’ is a great message that we want to support. For us, ‘#EqualOpportunities’ also has another connotation as it’s in line with our work for Norway to follow most of Europe by offering us an equal opportunity by introducing a licensing system,” concluded Ronni.
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Sportingtech Announces Partnership with Alea
Sportingtech, the multi-award-winning provider of iGaming solutions, has announced a new partnership with Alea, a leading casino aggregator known for its extensive game portfolio and innovative approach to content delivery. This integration brings over 15,000 games to Sportingtech’s platform, allowing operators to provide players with an exceptional variety of gaming options, from slots to live casino and table games, all optimised for seamless gameplay.
Alea’s vast library includes some of the industry’s most engaging titles, designed to offer operators a competitive edge with a unique blend of popular games and exclusive features. With zero technical maintenance required, Alea’s content provides a hassle-free expansion solution that empowers Sportingtech’s operators to elevate their casino offerings without additional operational burdens.
Robert Nevill, Senior Commercial Manager at Sportingtech, said: “Partnering with Alea marks an exciting enhancement to our platform, giving our operator partners access to one of the largest and most dynamic game libraries in the market. Alea’s commitment to providing high-quality content without technical hurdles perfectly aligns with Sportingtech’s mission to deliver versatile solutions for our clients. This partnership represents a significant step forward as we continue to expand our game variety and enrich the player experience across global markets.”
Alea’s extensive content library, combined with its reputation for quality and innovation, will allow Sportingtech operators to attract and retain players with a broad range of entertainment options. Alea’s integration ensures that Sportingtech’s platform remains at the forefront of the iGaming industry, supporting operators with an optimised, ready-to-launch library that requires no ongoing technical support. This focus on seamless integration enables Sportingtech’s clients to remain competitive by continually refreshing their game portfolios in response to evolving player demands.
Jordi Sendra, CEO of Alea, said: “We are delighted to partner with Sportingtech, whose comprehensive platform and expansive market reach make them an ideal partner for delivering our content to new audiences. Alea’s extensive game selection, combined with our commitment to operator flexibility and player engagement, will undoubtedly enhance the gaming experience for Sportingtech’s operators. We look forward to seeing this partnership drive growth and provide operators with a unique edge in the competitive iGaming market.”
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Mascots in B2B? Gamzix Proves It Works with Gary the Goose
Gary the Goose, the official mascot of Gamzix, has stepped beyond the digital realm and made a real-world appearance. Once a quirky, fictional character seen on LinkedIn, Gary transitioned into a fully realized mascot at SiGMA Europe in Malta. Although mascots are primarily linked to B2C marketing, Gamzix, a leading provider of full-cycle slot games, took an innovative step by introducing Gary into the B2B space. The outcome was the creation of a memorable and captivating character who has captured the hearts of many.
Why Choose a Mascot? The Importance of Gary the Goose in Gamzix’s Brand Strategy
In today’s competitive market, mascots are an important tool for creating a unique and relatable brand identity. Gamzix understands the value of these connections. Gary embodies the brand’s core values of creativity, approachability, and warmth, injecting a sense of personality into the typically formal B2B space. His playful character aligns perfectly with Gamzix’s brand, building stronger ties with casino partners and leaving a lasting impression in the iGaming industry.
Gary’s creation was a thoughtful and deliberate process, designed to reflect the essence of Gamzix. After considering several ideas, the team decided on a quirky, imperfect goose wearing pixelated black sunglasses—a symbol of his forward-thinking perspective and drive for a bright future.
Gary had already become a beloved presence at Gamzix, regularly appearing in LinkedIn posts and on branded merchandise at various events. Despite his popularity in the digital world, many people were eager to meet him in person. Responding to this demand, Gamzix decided to introduce Gary exclusively to its partners at SiGMA Europe in Malta.
Gary the Goose Makes His Live Debut at SiGMA Europe
At SiGMA Europe in Malta, Gary made his long-awaited debut as the central attraction at the Gamzix booth. He interacted with visitors, distributed Gamzix-branded Nike sneakers, posed for photos, and demonstrated the company’s commitment to creating engaging, memorable experiences.
Gary’s vibrant personality drew large crowds, boosting social media engagement and raising the brand’s profile. His presence also created new business opportunities and helped move discussions forward with both existing and potential partners.
The Influence of Mascots in Digital Marketing and Social Media
Mascots are a powerful tool for bringing a brand’s personality to life, especially in digital marketing. Gary’s image has been used in a variety of marketing campaigns, from game announcements to social media content. Whether dressed in a festival tailcoat with a glass of sparkling wine for good luck or appearing in other playful outfits, Gary enables Gamzix to connect with its audience in a fun and approachable manner. His endearing imperfections, such as his amusing potbelly, make him more relatable and human, fostering deeper engagement and expanding the brand’s social media reach.
A Long-Term Strategy for Building Brand Loyalty and Recognition
Mascots help enhance brand recognition both online and offline. Gamzix plans to continue using Gary the Goose to strengthen its brand identity and cultivate lasting relationships with its partners. His unique combination of playful charm and professionalism embodies the core of Gamzix, creating trust and loyalty through both digital campaigns and live events.
Olga Ashykhmina, Digital Marketing Lead at Gamzix, comments, “Research shows that mascots can increase brand recognition by up to 30%. With Gary, we’re changing the way B2B branding is approached, showing that creativity and a personal touch can turn professional partnerships into engaging and impactful experiences.”
Gary the Goose is more than just a mascot; he represents trust and recognition. His infectious personality and unique charm have made him a standout figure, with everyone wanting to interact with him. Through Gary, Gamzix continues to blend creativity and professionalism, creating meaningful connections that leave a lasting impact.
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OLYBET PARTNERS WITH WST
OlyBet is excited to announce an agreement with World Snooker Tour (WST), the home of the world’s best snooker players and tournaments, and part of the Matchroom Sport group.
OlyBet will now be the Official European Betting Partner of WST, as well as the Official Partner of one of the tour’s premium events in The Masters, held in January next year at London’s famed Alexandra Palace, OlyBet will collaborate with WST to showcase the best of professional competition, passionate snooker fans and its world-class players.
“Partnering with WST will bring the excitement, history, and personality of world-class snooker closer to OlyBet’s communities. OlyBet is known for grand activations, up close access and delivering memorable moments through sports. The WST captivates its traditional base and inspires a new generation of fans with the world’s best professionals and personalities. This will be an exciting partnership”, said Corey Plummer Chairman and CEO of OlyBet Group.
The partnership also sees one of WST’s most charismatic and skilful competitors, Jack Lisowski, become OlyBet’s brand ambassador, and will see the former Rookie Of The Year be the face of the partnership on OlyBet’s channels as well as feature in several content projects in conjunction with the tour.
WST’s Chief Commercial Officer Peter Wright said: “It’s exciting to team up for the first time with OlyBet, an inventive brand which has some fantastic partnerships in sports including football and golf. We look forward to collaborating with the OlyBet team and their new ambassador Jack Lisowski, known for his flamboyant style which will fit perfectly with their content strategy.”
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