The Super Group-owned company has inked a deal to become the tennis tournament’s exclusive betting partner, with association rights as well as courtside branding included in their agreement.
Event organiser Division will oversee the 2021 tournament, with the company’s man in charge, Kristoffer Svensson, enthusiastically embracing the partnership.
“We are happy to welcome Betway to the Stockholm Open,” said Svensson. “Together with Betway and all of our tennis fans, we look forward to a week full of action and fantastic tennis.”
This year’s competition is the first since Covid crippled live sports events and will take place from 6 to 13 November.
2020’s cancellation was also the first interruption in the annual tournament’s history, which has been played since 1969 and seen some of the biggest names in the sport such as Borg, McEnroe, Becker, Björkman, Federer and Tsitsipas grace the hard courts of the Swedish capital’s Royal Tennis Hall.
Commenting on the agreement, Anthony Werkman, the CEO of Betway, said: “It’s fantastic for the Betway brand to be associated with the Stockholm Open. As the world’s oldest ATP indoor tournament, the event has a fantastic history and we’re thrilled to be their exclusive betting partner for the next three years.”
This is the latest in a string of tennis sponsorships from Betway, marking the company’s 10th ATP tour sponsorship of 2021.
In September, the business closed a deal with the organisers of the European Open to become the exclusive partner of the Belgian event.
Likewise, in June, Betway finalised an agreement that saw its branding feature beside the clay courts of the Hamburg Open.
