After Standard de Liège, the number 1 casino and sports betting brand is back in Belgian football and is crossing the borders of Wallonia for a structural partnership with KAA Gent.
Now it’s official: Circus, the flagship brand of the Liège-based company Gaming1, the entertainment branch of Ardent Group, has just signed a structural partnership contract with KAA Gent. Already a partner of Standard de Liège, the casino and sports betting brand wanted to strengthen its presence in Belgian football by supporting a high-level Flemish team. Through this partnership, Circus wants to focus on the joy of playing, but also on responsible gaming, which is more important than ever.
For KAA Gent, this partnership is another chance for the club to go to the next level. Since 2014, KAA Gent has shone on the Belgian pitches and still manages to stay in the headline, with a first Belgium championship title in 2015. Thanks to their victory in the Belgium Cup last season, the Buffalos have already secured their place in the Europa League playoffs. The Circus brand, which has also been present in the Netherlands since the beginning of the year, hopes to support them in their international successes in the coming seasons.
Emmanuel Mewissen, CEO of Ardent Group, spoke about 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 committed to maintaining our Belgian roots, in particular by supporting our sports teams. As Liège residents, we have been sponsoring Standard for many years now. But we were also keen to cross the borders of Wallonia to support a great Flemish team. KAA Gent is a club with a huge potential and we look forward to supporting them on their next big matches on the Belgian pitches and, hopefully, well beyond.
The KAA Gent club is also delighted with this new partnership with Circus. Tyas Kastelijn, Commercial Manager of KAA Gent, said:
At KAA Gent, we are always on the lookout for new structural partnerships. With Circus, we found the perfect teammate. We offer them the best possible integration in the heart of Flanders and add an extra international touch with our adventures in Europe. In the current context, it is more important than ever to encourage responsible gaming and to communicate on the subject in the best possible way. Thanks to the possibilities that Gaming1 offers us, we will try to enrich the experience of our supporters in the most fun and intelligent way possible.