Mobile sports betting start-up Addison Global has agreed a long-term partnership with Hertha BSC, a Berlin-based club playing in Germany’s top football division, the Bundesliga.
The partnership, brokered by sports and entertainment agency Lagardère Sports, sees Addison Global’s MoPlay brand become Hertha’s official sports betting partner.
This will see the operator work with the club to develop fan engagement initiatives, and special promotions for Hertha supporters.
It follows MoPlay’s entry to the German market with its mobile-first, SBTech-powered sportsbook offering. The brand first went live in June last year, with a soft launch in the UK.
The operator has already agreed similar partnerships with English Premier League clubs Manchester United and Watford FC.
“Simultaneously securing a Bundesliga sponsorship deal and entering the German market is a sign of our strong commitment to achieving our goals for the MoPlay brand,” Addison Global chief executive Juergen Reutter said. “We are thrilled to partner Hertha BSC, a club with an extraordinary history and traditions, and also a forward-looking organisation whose ambitions on and off the pitch are in line with our own.
“Since our first meeting with representatives of Hertha BSC we have been deeply impressed by the club,” he continued. “We also feel a real connection with Hertha BSC – our goals for global expansion as well as for offering improved gaming experiences for a new generation of fans are fully aligned, which is why we are very happy with [the deal].”
Hertha BSC managing director Ingo Schiller added that he was delighted to have signed up MoPlay as a partner for the team.