After Standard Liege, the number one casino and sports betting brand is back in Belgian football and crosses the borders of Wallonia for a structural partnership with KAA Gent.
It is now official: Circus, the flagship brand of the Liege-based company Gaming1, the entertainment branch of Ardent Group, has signed a structural partnership contract with KAA Gent. Already a partner of Standard Liege, the casino and sports betting brand wanted to strengthen its presence in Belgian football by supporting a top Flemish team. The partnership will emphasize the playfulness, but also the responsible gaming which is important now more than ever before.
For KAA Gent, this partnership is a new opportunity to give the club an extra dimension. Since 2014, KAA Gent has been shining on the Belgian pitch and always manages to stay on top, with a first Belgian championship title in 2015. Thanks to their victory in the Belgian cup last season, the Buffalo’s are already guaranteed a place in the UEFA Europa League play-offs. The Circus brand, which has also been present in the Netherlands since the beginning of the year, hopes to accompany them in their international success in the coming seasons.
Emmanuel Mewissen, CEO of Ardent Group, commented on the new partnership:
We are very happy with this new partnership with KAA Gent. Ardent is a group that continues to grow and expand internationally. Our flagship brand Circus is now present in Belgium, France, Switzerland and the Netherlands. But we have always been keen to keep our Belgian roots, particularly by supporting our sports teams. As citizens of Liège, we have sponsored Standard for many years now. But we were also keen to cross the borders of Wallonia to support a superb Flemish team. KAA Gent is a club with a lot of potential and we are looking forward to accompanying them on their next big events on the Belgian turf and, we hope, far beyond.
KAA Gent is also very enthusiastic about the new partnership with Circus. Commercial Manager Tyas Kastelijn comments:
As KAA Gent we are always looking for structural partnerships and with Circus we found the ideal match. We provide them with the best possible orientation in the heart of Flanders plus we add an international character due to our European adventures. In the current context it is of huge importance to activate and communicate in the right way with the everlasting focus on the responsible gaming. Thanks to the possibilities of Gaming1, we will try to enrich the experience of our fans in the most playful and smart way as possible.
