Bet-at-home ink Bundesliga’s Hertha; scrap Man U casino app

Betclic Everest subsidiary Bet-at-home has been officially unveiled as the new shirt sponsor of German football side Hertha BSC.

News of the tie-up was floated last month but the two parties didn’t officially announce their engagement until Thursday. The three-year deal will see Bet-at-home’s logo adorn the Bundesliga club’s home and away jerseys, plus major advertising rights at the Olympic Stadium in Berlin where Hertha plies tis trade. The two parties will also work together on online and social media campaigns.

The deal marks Bet-at-home’s first sponsorship deal in Germany’s top-tier football world. Bet-at-home marketing man Michael Gierke called it “an important step in our efforts to further increase awareness” of the brand.

Terms of the deal weren’t disclosed, but German media reported that the team stood to reap a hefty €6m per year. The deal will remain valid for the entire three-year term even if Hertha’s fortunes decline and the team faces relegation to the second division.

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