Betway extends reach in Denmark with television sponsorship


December 17, 2012 :  BETWAY TO SPONSOR DANISH HANDBALL
 
Betway extends reach in Denmark with television sponsorship
 
Betway, one of Europe’s largest online gaming companies, is to sponsor the television coverage of handball in Denmark as part of a European-wide profile raising campaign.
 
The sponsorship programme, which is in association with TV 2, Denmark’s state owned and main broadcaster, and TV 2 Sport, will start in the New Year just ahead of the commencement of the handball season, which runs from February to May.
 
A company spokesman said that handball is Denmark’s second most popular sport behind football, with close to 600,000 viewers watching the broadcast for the final game of the men’s season, a figure that represents nearly 10 percent of the total population of Denmark.
 
The sponsorship package means that TV 2 will broadcast 3-second promotional trailers and 4-second idents, while TV 2 Sport will show 8-second trailers, 10 days before the season starts and then throughout the season.
 
The sponsorship is part of Betway’s plans for rapid expansion in its target markets in continental Europe including Spain, Italy and Denmark.  Earlier this year the firm announced that it was sponsoring Trinity Mirror’s Football Fantasy League in the UK (see previous InfoPowa report).
 
In addition to the Danish and UK sponsorships Betway is planning major TV ad campaigns in its target markets in 2013, the spokesman revealed.
 
Betway chief exec, Richard Akitt, said Monday: “Denmark is a key market for us and we are very pleased to be associated with what is a hugely popular sport in the country, and to be working with two key Danish broadcast channels.”