The deal sees Betsafe become Godsent’s exclusive betting partner. While the organisation consists of professional esports teams, and aplyers as well as content creators across ten esports titles including League of Legends and Dota 2, Betsson said “the focus will be on CS:GO”.
The operator added that as well as brand exposure and financial support, the agreement puts emphasis on close collaboration and social media activation.
The agreement was facilitated through a partnership between data supplier GRID Esports and Godsent and GRID will provide a variety of content for Godsent’s upcoming matches as part of the deal.
Kim Ekelund, head of marketing Sweden at Betsson Group, said: “Esports has been gaining a lot of momentum in the past couple of years and the global pandemic has further cemented its place. With all major sporting competitions being postponed during spring, more attention was directed towards esports, adding to its mainstream appeal.”
“For this sponsorship we chose Betsafe, one of our most adventurous and sportive brands. Going forward, I believe there’s still a lot of progress to be made in the esports arena and this sponsorship between ambitious GODSENT and Betsafe is a concrete example of our commitment towards the future of esports.”
Ludwig Sandgren, Godsent’s chief executive, added that Betsafe “will become an important driver of our CS:GO division and will be a great strategic partner as we grow into a tier-one organisation.”
Results published by Betsson Group in October showed growth of 31.5% year-on-year for the operator in the third quarter of 2020, following strong performance in the casino vertical and a growing contribution from sports betting.
Group revenue for the three months to 30 September amounted to SEK1.68bn (£147.2m/€161.7m/$191.5m), up from SEK1.28bn posted in the same period last year. While casino remained the main source of income, with revenue totalling SEK1.31bn, the operator also saw an improvement in sports betting, which was up 12.1% from SEK314.6m to SEK352.6m, accounting for 21% of Q3 revenue.