Betway has signed a six-figure sponsorship deal with Ninjas in Pyjamas (NiP), and has becoming the first UK-based bookmaker to invest in an eSports team.
The agreement includes on-shirt branding, content usage rights, on-site branding at the NiP gaming house and player access.
Betway will be producing behind-the-scenes content with Patrik “f0rest” Lindberg, Christopher “GeT_RiGhT” Alesund, Richard “Xizt” Landström, Adam “friberg” Friberg and Jacob “pyth” Mourujärvi in the gaming house, as well as merchandise competitions and interviews with team coach Björn “threat” Pers.
Sweden-based eSports organisation NiP are one of the oldest and most popular sides in the world, having won several majors since being set up in 2000.
Betway launched an eSports microsite in 2015 and are one of several traditional bookmakers that have embraced eSports in recent years. Betway says it has trebled its eSports-specific trading and content teams.
Betway’s Anthony Werkman said: “We are delighted to join forces with Ninjas in Pyjamas, a team with an unrivalled history of success in eSports that is hugely popular the world over.
“We have put a special focus on our eSports offering over the past few years by launching the first eSports-specific microsite and content channels.
“As a company we seek to provide a first class, premium service and look to partner with those who share the same ideals and values to be able to bring fans closer to the action. As sponsors of West Ham United, we constantly engage with supporters to give them insight into the club they wouldn’t get anywhere else.
“It’s with these ideals, values and mission in mind that we partnered with NiP. They have a huge fanbase all over the world and we are tremendously excited to provide exclusive, behind the scenes content on a regular basis as we follow the team’s quest to be the best.”
Hicham Chahine, CEO of Ninjas in Pyjamas, added: “We are thrilled with the opportunity to work closely with the leading eSports betting company, and are certain the partnership will allow us to continue to grow our legacy.”
Further reading: Betting and eSports: Why traditional bookies are targeting gamers
Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.
