Partnerships: Betway Announce Multi-Year Renewal of Belgium's Croky Cup

Written By Zack Wilson on November 5, 2021 - Last Updated on November 9, 2021

Betway has confirmed that it will continue to be the sponsor of Belgian football’s most prestigious knockout competition the Croky Cup. The new agreement is a continuation of the deal that was first signed in 2016 and is one of the Betway’s longest running betting partnerships.

The deal will continue to give Betway great exposure, thanks in part to the FTA TV coverage in Belgium. There is also LED inventory in place from the competition’s round of 32, as well as additional branding positions being available for Betway to exploit during the final.

The deal also gives online sports betting site Betway a series of activation rights across Belgian Pro League channels.

Anthony Werkman, CEO of Betway, is hopeful that the Croky Cup can go on generating great entertainment and excitement for Belgian football fans and sports bettors across the world.

Image credit: Betway

Five different Croky Cup winners in the last five years

He said: “The Cup has had five different winners in the last five years and continues to be an exciting competition in Belgian football. While there have been no crowds for the past two finals, we’re looking forward to hopefully seeing the return of fans for the 2021-2022 edition.”

The deal was also welcomed by the Belgian Pro League, with Leander Monbaliu, the CBO of governing body, stating: “We look forward to continuing this great story with Betway.”

You can find out more about what Betway can offer to sports bettors by reading our Betway review. They remain one of the best operators out there for football betting, as well as for more niche areas such as esports betting and virtual sports betting.

Betway, based in the UK and Malta, has ongoing partnerships with a number of other prominent soccer clubs. West Ham United from England’s Premier League and Atletico Madrid from Spain’s La Liga are to of the other clubs with whom Betway has partnerships.

The brand also sponsors the high-profile esports team Ninjas in Pyjamas, and has a partnership deal with the world’s biggest ice hockey competition, North America’s National Hockey League. It also sponsors tennis events and has a number of esports partnerships in addition to the deal with Ninjas in Pyjamas.

Image credit: Betway Insider

Racing Genk currently hold the Croky Cup

The Belgian Cup, now sponsored by Croky, is Belgium’s main football knockout competition. Racing Bruxelles were the first winners of it back in 1912 – the only time they have won it.

The competition’s most successful side is Club Brugge, who have won the Cup 11 times, with the last of those victories coming in 2015. Anderlecht, possibly the most internationally known name in Belgian football, have won the Cup nine times, with their last victory coming in 2008. Standard Liege, another Belgian giant, have won the trophy eight times.

Racing Genk are the current Cup holders, with the Smurfs having beaten Standard Liege in the final in 2021. Fans will be hoping that they will get to witness the next winners enjoy their victory, as fans have not been present at the last two finals.

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Zack Wilson

Zack Wilson is an experienced writer whose past includes working for and Love Rugby League. With a keen interest in how technology will shape sport and gambling in the future. Away from the screen, he still plays and coaches rugby union.

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