Online betting operator Bwin has secured betting streaming rights in Belgium to the country’s top-tier Jupiler Pro League as part of a wider sponsorship agreement.
The Austria-based operator has been named as the new betting partner of both the Pro League and Eleven Sports, the subscription broadcaster that holds the broadcast rights to the Belgian top flight.
The deal will run from 2020-21 to 2022-23 and involves advertising on all of Pro League and Eleven Sports’ platforms. Bwin also becomes the betting sponsor of the second-tier First Division B and the Belgian Supercup.
Customers of Bwin will be able to watch the Pro League matches by using the betting operator’s ‘Bet and Watch’ service.
The award of betting streaming rights to Bwin follows on from Eleven’s sublicensing of Pro League highlights rights to Belgian French-language public-service broadcaster RTBF in a five-season agreement.
The two deals have been signed ahead of the start of the 2020-21 season this weekend.
Eleven, which will pay €103m ($120.9m) per season during the 2020-25 cycle for its exclusive global rights to Belgian football, will launch three dedicated Belgian football channels this week.
In announcing the agreement today, Bwin, Pro League and the newly-rebranded Eleven Sports said that they have committed to a shared vision on the responsible use of betting services.
Steven Cartigny, commercial head of Bwin in the Benelux countries and rest of the world, said that the