AS Monaco has announced that betting brand VBet will remain as its official sports betting partner for an additional four years.
With the extended partnership running until 2029, the Ligue 1 club has revealed that the sportsbook will continue to benefit from significant exposure. This includes VBet’s branding appearing on the team’s shorts, training kits and around its home stadium of Stade Louis II.
Thiago Scuro, CEO of AS Monaco, has expressed excitement that the two are able to continue on a “great adventure” for a “little longer”.
AS Monaco first partnered with VBet in 2020, with this announcement marking the second extension of the partnership. Since 2020, the relationship between the two clubs has strengthened, as evidenced by former Monaco player Youri Djorkaeff becoming a VBET ambassador in 2022.
Scuro hopes the relationship will continue to grow stronger, stating: “We are convinced that VBet’s renewed support for the next four seasons will be invaluable to us in the quest for our objectives and to write new beautiful pages in the history of AS Monaco together.”
While new partnerships often make the headlines compared to extensions, there are a lot of benefits to long-standing deals for both clubs and sponsors.
AS Monaco has boosted its social strategy in recent years, reaching 25 million subscribers across its social networks last June. As of the time of writing this article, the club boasts 26 million followers.
VBet can take advantage of this growth through sponsored content. While the value of the sponsorship is not disclosed, it is fair to say that VBet would have had to pay significantly more if it became a partner for the first time this year compared to 2020.
This strategy is based on a long-term strategy compared to a short-term gain. English football clubs, in particular, have been criticised for this short-term strategy, often taking a cash injection over real value for fans.
Birmingham City FC recently found itself under the spotlight after an Insider Sport and iGaming Expert probe found the club’s new Asian betting partner was claiming to hold licences it never had.
Speaking on the long-term goals of this agreement, David Ozararat, President of SoftConstruct and VBet France, added: “The SoftConstruct group renews its confidence in AS Monaco with enthusiasm, building on the last five seasons of successful collaboration thanks to the sporting performance coupled with the quality of the sales team.
“This four-year recommitment is the result of a common desire to be part of the long term in order to make this partnership shine over the long term in Monaco as well as on a global scale of our respective organisations.
