PSG Partners Challenger Brand Asian Bookie LoveBet

Under the deal, LoveBet has secured exclusive marketing rights with PSG across Asia and will reap the rewards of the Digital Overlay technology implemented at the Parc des Princes earlier this season. It’s obvious that Qatari-owned PSG’s growing popularity in Asia and its need to increase revenue to meet with UEFA’s Financial Fair Play (FPP) rules are key reasons for the agreement.

Sebastien Wasels, general manager of Paris Saint-Germain Asia, talked up the new partnership saying: “We are delighted to welcome LoveBet as the club’s first ever Official Asian Betting Partner. We believe that LoveBet will be an ideal partner for the Club and together we will be able to reach and further engage with our growing fan base in Asia.”

“The unique appeal of the Club in the region makes it the perfect platform for LoveBet to grow its brand. The partnership is a testament to the club’s commitment to Asia and builds upon the successful launch of our Asia Pacific Office and the club’s Asia tour last July.”

Lovebet Senior director Edward Li said: “We are thrilled to announce our partnership with such a premium football club full of traditions and accolades. The growing presence of the club in Asia will help us further promote our brand in the region.”

According to the ASN Index, gambling firms have pumped in almost US$188.6m into sponsorship across the region since Q116, the likes of ManBetX (10.9%), Dafabet (10.2%) and LeTou (9.7%) have dominated with European club football related deals while LoveBet is a challenger brand, it is tapping on the Asian obsession with football gambling to raise brand awareness in a crowded market.