Betters secures back-of-shirt placement in expanded Podbeskidzie deal
2026-07-24
Source: Global Gaming Insider
Betters has expanded its sponsorship of Polish football club Podbeskidzie Bielsko-Biała to include back-of-shirt branding for the 2026/27 season, along with fan promotions and stadium visibility, as the operator strengthens its presence in the country's second division.
Polish operator Betters has deepened its commercial tie-up with second-division football club Podbeskidzie Bielsko-Biała, adding shirt-back branding to its existing partnership. The Betters logo will appear below player names and numbers on the first-team kit for the 2026/27 season, and the brand will also gain matchday exposure inside the Municipal Stadium in Bielsko-Biała.
The expanded agreement includes fan-facing activations such as competitions and betting promotions. The first offer is a PLN20 (around $5.50) free bet tied to Podbeskidzie’s opening league fixture against Miedź Legnica, a game that comes after the club secured promotion to the Betclic 1 Liga via the third-tier Betclic 2 Liga playoffs, beating Sandecja Nowy Sącz in the final.
Podbeskidzie’s elevation to the second tier provides Betters with greater visibility in a division where title sponsor Betclic and several other licensed operators already maintain football links. Betters is run by Silesia Entertainment, which holds a betting permit from Poland’s Ministry of Finance. Under domestic law, private operators can offer online fixed-odds sports betting, while online casino remains a monopoly of state-owned Totalizator Sportowy.
Advertising by licensed betting firms is allowed but subject to the Gambling Act, which restricts content, placement and exposure to minors. Public-place ads are generally limited unless tied to a sponsored sporting event, and all communications must display licensing and gambling-risk information. Football continues to lead Poland’s sports sponsorship market, with betting brands using shirt inventory, stadium signage and club-led digital campaigns to reach audiences within those regulatory boundaries.
Betters’ broader domestic sponsorship portfolio already includes an Ekstraklasa club: Piast Gliwice, where its branding appears on team shirts. Separately, in June Totalizator Sportowy signed a letter of intent with the Credit Information Bureau covering responsible gambling education, financial security and ethical data management, following its earlier cooperation with Polish police to combat illegal gambling.