Several major esports organizations, including FURIA, MIBR, PSG Esports, and BIG Clan, have partnered with online gambling operator Betway. This list also includes Ninjas in Pyjamas, a Swedish-based team that has been partnered with Betway since 2016.

Adam Savinson, who represents Esports at the online betting platform, explained that these team-based deals allow the bookmaker to support and give back to the esports community they are engaging with. He stated that partnering with global powerhouse teams like G2 provides access to their superstar players, which in turn helps the brand create market-leading content for the community.

The landmark partnerships also help to align Betway with beloved brands within the industry, demonstrating their commitment to supporting and advancing esports.

Florian Olivo Mf23rf8xary Unsplash

Managing multiple team partnerships raises the question of how to differentiate between them. The company believes that it all comes down to execution.

Adam Savinson, emphasized G2 Esports' exceptional attention to detail when activating partners. He added that their partnership with the Berlin-based team is grounded in a "unique and innovative activation plan" customized for their fanbase.

Savinson said, "Each team is unique, and we've worked closely with G2 to design a unique and innovative activation plan that works specifically for their fans. With each new partnership, we strive to take creative marketing to the next level, and we maintain the same focus on audience engagement throughout the sponsorship."

G2's partnership with Betway is the first gambling-based agreement since 2018, when the organization teamed up with for its first esports betting and fantasy venture.

G2's founder, Carlos 'Ocelote' Rodriguez, stated, "There is a lot of work going on behind the scenes, but I can tell you that our partnership will be a lot of fun. We're dedicated to developing a variety of unique experiences that allow our fans and the wider community to experience esports like never before."

When the pandemic hit over a year ago, esports was one of the few live sports that remained. This propelled esports betting to the forefront, causing significant increases in volume and giving operators worldwide a reason to take the category seriously.

The bookies have also partnered with Furia

The collaboration will feature marketing opportunities on BetwayTV, as well as cross-collaborations between Betway and Furia on a global level. Adam Savinson, the esports director of Betway, stated, "Continuing our growth in the Brazilian esports market, we're committed to providing the dedicated fans the best content and partnerships possible." Furia is best known for competing in Counter-Strike: 

Global Offensive in the ESL Pro League. Furia's Co-chief executive, André Akkari, said that Betway's promotion of responsible gambling was one area that made the deal appealing. Brazil continues to take steps towards the regulation of sports betting. The State Lottery of Rio de Janeiro (LOTERJ) recently opened the bidding process for operators interested in providing lottery and fixed-odds sports betting products in the state.

The renowned Swedish esports team, Ninjas in Pyjamas, has also rekindled its long-standing partnership with the well-known bookmaker. The partnership between Betway and Ninjas in Pyjamas had come to an end a few weeks earlier due to Ninjas in Pyjamas' decision to venture into League of Legends, which was in violation of Riot's policies regarding teams sponsored by gambling entities.

In a statement released by Ninjas in Pyjamas regarding the renewed partnership with Betway, the organization stated that the opinions of fans, players, and staff made them consider renewing their partnership with the bookmaker. Furthermore, Ninjas in Pyjamas revealed that their agreement with the EU LCS is nearing expiration.

In the past few weeks, Betway has been sponsoring individual CS:GO players from Ninjas in Pyjamas. With the renewed partnership, Betway will regain its position as a primary jersey sponsor.

The announcement of the re-established partnership between the two organizations has been positively received by fans and players alike.

Betway also continues their partnership with MIBR, the Brazilian esports organization. The two brands have been working together since 2018, providing unique activations and content to fans. The renewed partnership aims to offer more exciting content to loyal supporters and build upon the longest partnership between MIBR and IGC to date. According to Adam Savinson, Head of Esports at Betway, the company is excited about continuing to offer excellent entertainment and insight to CS:GO fans worldwide. Yuri “Fly” Uchiyama, Director of MIBR, also expressed his satisfaction with the partnership, stating that Betway's support has helped them grow the world's largest, most passionate, and engaged fan base.

In conclusion we can say that Betway has a bright future ahead in the esports market. Working with suck amazing esports teams will pay well to the bookie, and we can say for sure that there might be a lot more partnerships ahead in the future.