Belgium’s top tier Football League, the Pro now has a new Sports Betting Partner, Bwin. The deal has been brokered by the broadcaster Eleven Sports for three years of period. The GVC Holdings owned Bwin would cover the Pro League and the lower tier 1B Pro League along with the Super Cup. The Pro League Champions play the Belgian Cup Winners.
This agreement also includes the right to live streaming the matches. The Bwin would live stream all the matches for the customers in online and mobile platforms.
Pierre Francois, general manager of the Pro League said that this agreement would have a huge focus on responsible gambling and would look to end the unhealthy habit among the players as well.
He further said that each of the partners understands the risk of irresponsible behavior and everyone is committed to minimizing these risks. He continued that Bwin, Eleven Sports, and the Pro League within the framework will lead policy prevention, protection of players, and overall integrity of football.
Steven Cartigny, the Commercial head of the Benelux and the rest of the world at Bwin identified Belgium as a breeding ground for talent and said that the county exported talent all over the world. He emphasized that the eyes of the world will be more and more on the Pro League. He further said that along with Eleven Sports, Bwin would try to generate more interest in Belgian Football and use the Bwin betting platforms for viewers in an engaging and responsible manner.
This deal comes after the decision of the Pro League to change multiple things in the top tier league in order to avoid legal complications brought forward by one of the clubs.
Waasland-Beveren was relegated from the league in May when the organizers decided to end the 2019-20 session early to arrest the COVID19 pandemic surge. However, the club took legal action and claimed that it could have avoided the relegation in case the season was completed. The court agreed to the argument and ordered the League to reinstate the club in the League. It also imposed a financial penalty of €2.5mn on the League for each of the games played in the tournament without the club involved.
The pro league changed the structure of the competition and now it is expanded from 16 to 18 teams including Waasland-Beveren, and OH Leuven and Beerschot, the club which was part of the 2020-21 promotional playoff from the First Division B.