As of now, Bwin has national broadcast rights for the new season of Belgium’s Pro League, the country’s top football league. The tournament will start this weekend.
However, Eleven Sports has also acquired media rights for Belgium’s main division in the next five years.
According to Steven Cartigny, commercial director at Benwin (Benelux and ROW), the operator will support greater awareness of football in the country through its partnership with the TV broadcasting group.
“Bwin has already established a successful partnership with the German Football Federation and the Bundesliga 3. As a result of this positive experience, we now remain focused on Belgian football. Belgium is a breeding ground for talented football players, who are doing great work around the world ”.
He added: “This is why all eyes are increasingly focused on our league. In partnership with Eleven Sports, we want to raise awareness of Belgian football and introduce spectators to our betting platform in a confidential and responsible manner ”.
Bwin and Eleven Sports support responsible gaming
Gambling regulation has been a constant point of discussion in Belgium. In January, the Belgian Gambling Commission (BGC) called for a general ban on advertising by sports betting companies.
Operators were alleged to be “ubiquitous” during the Pro League 2018/2019 playoffs. Therefore, advertising related to casino products and online games on Belgian TV has also been banned since June 2019.
Pro League CEO Pierre François talked about how Bwin and Eleven Sports would fulfill responsible gaming obligations after the new deal was formalized.
“Games and betting can add an extra dimension to the football experience. However, each partner is aware of the risks of irresponsible behavior. That is why we are all committed to minimizing them ”, declared François.
The Pro League CEO added: “In this partnership, Bwin, Pro League and Eleven Sports will focus on a general policy of prevention, the protection of players and the integrity of football as a whole.”
Reformulation of the Belgian championship
As a result of the new coronavirus pandemic, the Pro League 2019/2020 ended prematurely. Club Brugge was declared champion, with Waasland-Beveren (originally) being relegated. However, the club went to court to challenge the decision.
As such, the league expanded the number of teams from 16 to 18 for the next two campaigns. Waasland-Beveren will play in the top flight, as will OH Leuven and Beerschot.
