French operator Française des Jeux (FDJ) has agreed a deal for its ParionsSport en ligne and ParionsSport point de vente sports betting brands to become partners of French Ligue 1 football club Paris Saint-Germain (PSG).
The three-year deal will run through to 2025 and designate both betting brands as premium partners of the team.
The two brands will benefit from visibility inside the club’s Parc des Princes home stadium as well as on the club’s websites and mobile apps.
ParionsSport en ligne will promote the odds for PSG matches and post exclusive content via social media, while ParionsSport point de vente will activate the partnership across France through its partner distributers, as well as offer bets on select matches from inside and around the stadium.
In addition, FDJ will roll out a campaign to promote both sporting integrity and responsible gambling, with the aim of preventing excessive and underage betting.
“FDJ is a major player in the sports betting industry, and we share their ambition to perform at the top level and are both highly committed to social responsibility,” PSG’s chief partnerships officer Marc Armstrong said.
“Together, we will treat our fans to ever more innovative experiences while ensuring that we promote ethical and responsible sports betting.”
FDJ sports betting unit chief executive Richard Courtois added: “This long-term partnership strengthens our position as a major stakeholder in sports betting in France and will enable us to share exclusive experiences with the club’s fans.
“We will activate this partnership responsibly and enthusiastically in order to reach the whole PSG and betting community.”
The link-up comes as FDJ this week also announced it had entered exclusive negotiations with Aleda, a point-of-sale and payment provider, with intent to buy.
The operator said that the planned acquisition was part of the development strategy for FDJ’s payment and services business. FDJ also said that the acquisition would reinforce its commitment to merchants by helping them to manage their points of sale.