Asian Betting Firm 6686 Backs AS Monaco 

Ligue 1 club AS Monaco have secured a sponsorship deal with the sports entertainment platform, 6686 Sport.

The deal reportedly is aimed to cement the club’s footprint in Asia. It is meant to push AS Monaco efforts to broaden their fan base across the continent by employing fan-engaging technologies provided by 6686’s user-friendly technology and premium services.

The deal will also focus on the French football club growing its three million followers on the Sina Weibo and Douyin accounts, which is the second-highest following for a Ligue 1 club on the Chinese social media platforms, in addition to growing its following on its Japanese-specific X account.  

The association also involves 6686 receiving exposure at AS Monaco’s stadium, the Stade Louis II, with its branding featuring LED panels during Ligue 1 games. The collaboration will likewise enable 6686 to provide its users with customised content made in conjunction with AS Monaco players.

Ben Lambrecht, CEO of AS Monaco, said, “We are very pleased to start this collaboration with 6686 Sport, a company with which we share the ambition to be innovative and pioneers in the digital and new technologies field. This new regional partnership confirms AS Monaco’s international appeal, particularly in Asia. It will also enable us to strengthen our presence on this continent and bring us closer to Asian football fans.”

Danny Chen, Brand Manager of 6686 Sport, said,“We are delighted to announce our thrilling partnership between 6686 Sport and AS Monaco. The collaboration between two organisations aims to combine industry expertise, innovation, and a love for the game. As both organisations share the objectives of expanding through innovation and digital development, the partnership is expected to deliver an unparalleled betting experience that exceeds expectations.”

“With the safe, reliable, and diversified services of the 6686 Sport Platform, we aim to bring the utmost sports and entertainment experiences to the fans.”

According to ASN data, gambling firms have had a 7.2% share, investing over US$286.1m for football sponsorships across Asia. It has been forecasted to hit almost US$35.8m, above the quarterly average of US$25.2m since Q420. Besides this deal, 6686 also has recently become the sleeve sponsor of top tier English football club Wolves.