Polish sports betting brand STS will activate advertising rights for two UEFA competitions in its home country after recently being acquired by gambling group Entain
STS will market the UEFA Europa League and the UEFA Europa Conference League, European soccer's secondary and tertiary continental club competitions.
As part of this, STS will undertake local marketing campaigns. Furthermore, when Polish teams play in the respective tournaments, STS branding will be present.
The betting firm attained these rights through its owner Entain which purchased STS in June in a deal reported to be worth as much as £750 million ($945 million).
Entain was already a partner of the Europa League and Europa Conference League when it purchased STS, thus allowing the Polish sports betting brand to utilize those rights.
Polish champions Raków Częstochowa are competing in this year’s Europa League while the country’s most successful club, Legia Warszaw, are competing in the Conference League where they defeated England's Aston Villa 3-2 in their opening match yesterday (September 21).
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The STS deal comes after a series of moves that have seen Entain expand its presence globally over the last year.
After finalizing the purchase of STS, in July, Entain acquired US sports modeling, forecasting, and data analytics firm Angstrom Sports in a deal worth up to £203 million.
The deal expanded Entain’s operations in the US, allowing it access to Angstrom’s simulation-based predictive modeling to offer a range of pricing and forecasting capabilities to sportsbook clients.
This year, Entain has also purchased sports media company 365scores in a deal worth $147.3 million, and Tiidal Gaming NZ, owner of esports betting developer Sportsflare, for $9.99 million.
Entain’s most popular brands, Ladbrokes, Coral, and Bwin, were also bought through acquisitions, and over the years it has added several betting groups to expand into Canada (Sports Interaction), the Netherlands (BetCity), and other parts of Europe.