The Ukrainian Premier League and licensed bookmaker BETKING have officially announced the start of a strategic partnership. The agreement is set for two seasons and aims to comprehensively develop Ukrainian club football, create new content, and improve fan engagement.
During the signing ceremony, BETKING Director Pavlo Zhurylo and UPL President Yevhen Dikyy confirmed the parties' intention to implement a large-scale program of joint activities. The focus of the cooperation is not just on advertising integrations, but on creating new products and formats that should make the championship more attractive to a wide audience.
New products and awards for fans
One of the key areas of work will be the launch of an official merchandise line combining the UPL and BETKING brands. The parties plan to develop and release a series of attributes that will be available to fans. Additionally, as part of the partnership, a new rewards system will be introduced — the BETKING "Player of the Round" award, designed to recognize the best players in each round of the championship.
Digitalization and interactivity will also play an important role in the strategy. Partners plan to develop special digital projects and activations that will allow fans to dive deeper into the match atmosphere and gain access to exclusive content.
Social responsibility and safety
An important aspect of the agreement was the launch of the "Play Responsibly" social initiative. The project is aimed at popularizing the culture of responsible attitude towards gambling and betting. The parties intend to use their platforms to inform the audience about safety principles and the prevention of gambling addiction.
Strategy for the development of Ukrainian sports
Pavlo Zhurylo, Director of BETKING, emphasized that this partnership is a logical continuation of the brand's long-term strategy to support Ukrainian sports. "We try to be not just a partner, but an active participant in the development of the championship. Together with the UPL, we will work on creating new formats of interaction with fans," he noted.
President of the Ukrainian Premier League Yevhen Dikyy added that the cooperation opens up new opportunities for the development of media content. "We are starting a partnership focused on developing media content and improving interaction with the audience. We expect that these marketing steps will help attract a new audience and increase attention to UPL matches," Dikyy stated.
BETKING, part of King Group, continues to actively invest in the development of Ukraine's sports infrastructure, supporting professional teams and implementing projects focused on the sports community. Over the course of two seasons, the UPL and the bookmaker will implement a comprehensive program designed to strengthen the position of Ukrainian football as one of the country's main sports products.
