Contract details
Start date:
End date:
Status:
2020
2023
Official partner
Leagues and Tournaments:
Unibet and Paris Saint-Germain: A Strategic Partnership Focused on Global Expansion
A Collaborative History (2018-2023)
On 19 June 2018, Unibet, a subsidiary of the Kindred Group and a pioneer in online gambling in Europe, entered into a partnership with Paris Saint-Germain (PSG). Initially covering the European market for two seasons, the collaboration emphasized digital activations and brand visibility at the Parc des Princes, the club’s home stadium. Unibet’s long-standing involvement in football, which accounts for 70% of its multi-sport betting activity, aligned naturally with PSG’s ambitions for deeper fan engagement.
The partnership expanded further on 20 January 2020, extending Unibet’s designation as an Official Partner of PSG until the end of the 2022/2023 season. The renewed agreement aimed to reach audiences in new territories, including the USA and Australia, while strengthening their European presence. The collaboration also encompassed enhanced rights across the continent and targeted campaigns to broaden their appeal globally.
Campaign Highlights and Regional Activations
Since the start of the partnership, Unibet and PSG have launched various campaigns, including:
- Outdoor advertising campaigns in France.
- TV promotions, emphasizing fan engagement and responsible gambling.
- Digital initiatives through PSG’s social media channels, followed by more than 80 million fans worldwide.
These campaigns not only enhanced Unibet’s visibility but also contributed to PSG’s efforts to expand its global fanbase, particularly in emerging markets like the United States and Australia.
About Unibet
Founded in 1997, Unibet is a key brand under the Kindred Group, one of the largest online gambling operators globally. Headquartered in Valletta, Malta, the company provides online sports betting, casino games, poker, and bingo to over 26 million customers across Europe, the United States, and Australia.
Key Highlights:
- Global Presence: Operations span multiple continents, targeting regulated markets.
- Commitment to Responsibility: Certified by eCOGRA for compliance with the EU’s 2014 Consumer Protection and Responsible Gambling Recommendations.
- Public Listing: Kindred Group is listed on Nasdaq Stockholm Large Cap, with approximately 1,600 employees worldwide.
Unibet also maintains memberships in key industry associations such as the European Gaming and Betting Association (EGBA) and is a founding member of ESSA, ensuring sports betting integrity.
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