Infront partner PENTA Sports and sunmaker announced a new premium partnership on Thursday, with the online betting provider set to benefit from wide exposure through the Berlin-based team.
The agreement will see sunmaker feature on PENTA Sports’ jerseys, website and social networks, with a heavy focus on digital activation through content marketing across all channels.
A logical step
The decision to enter the esport market was an easy one for sunmaker according to their spokesperson: “Esports is the second largest sports behind soccer in Germany already. It was a logical step for our sponsorship strategy within German to expand into esports. PENTA Sports is the ideal partner for a long-lasting and successful cooperation.”
Hendrik Goetzendorff, managing director of PENTA Sports, said: “Traditional sport meeting esport is a theme of this cooperation. Sport betting is no longer exclusive to traditional sports like football anymore, but also part relevant for millions of esport enthusiasts who celebrate with their favourite teams. Infront’s connection to the world of football sponsorship has again proved to be an asset. We begin our first esport adventure with sunmaker following in the footsteps of several football clubs who also announced their partnership with the company recently. We are excited for the new cooperation and would like to thank sunmaker for their trust.
Sport meets eSports
Marco Sautner, managing director of Infront Germany, is very happy with the connections that already exist between the two new partners. “We are pleased that we were able to connect PENTA with one of our partners who is active in football and also sees the potential and opportunity of esports. sunmaker’s move is a great example of how sponsoring within traditional sports and esports can supplement each another significantly.”
The sunmaker betting portal was founded in 2004 and has been successfully serving customers all over Europe since then. The sunmaker team has gained many years of international experience in games and services and has won several awards. The sustained support of sports through several sponsoring engagements has been an important part of the company’s strategy for years. Since July 2015, sunmaker has been part of the Swedish listed company Cherry AB.