Betsson is commemorating its 60th year in the gambling sector and has changed from the 'Grand Sponsor' to the 'Naming Sponsor' of AEK BC.
The team's new name will be AEK Betsson BC as a result of this strategic shift.
The relationship was announced on October 12 at The Mall Athens, with Betsson and AEK Betssonn BC sharing the news.
The occasion opened with a tribute video reflecting major moments in their collaboration, such as their combined donation of €100,000 ($105,207) to earthquake victims in Turkey.
Makis Angelopoulos, President of AEK Betsson BC, commented on the agreement: "This cooperation marks an exciting chapter in our history, uniting our strengths to achieve tremendous success together.
"We are extremely grateful for Betsson's ongoing assistance and support. We can excel at our game and make history by forming such active collaborations."
Betsson just entered the French market as part of its expansion strategy, partnering with local enterprises.
Betsson has also expanded its cooperation with Pragmatic Play, now offering live casino content to the Swedish operator.
Betsson's financial figures for Q2 2023 show a 27% increase in revenue, hitting €236.8 million. While the number of active customers fluctuates, Betsson's revenue increased by 29% in H1 2023 as compared to H1 2022.
