iGaming Licensee inbet Becomes General Sponsor of PFC Ludogorets

The Bulgarian iGaming and entertainment brand inbet has announced a comprehensive partnership with top Bulgarian football club PFC Ludogorets. From now on, inbet will act as the club's General Sponsor, with its logo prominently displayed on the official jerseys of both the first team and reserve squads. This collaboration underscores the growing intertwining of the gambling industry with professional sports in Southeast Europe.

In addition to jersey placement, inbet will secure extensive visibility at the Huvepharma Arena. The brand will be present at all of Ludogorets' key matches in the Bulgarian First League, the Bulgarian Cup, and the qualifying rounds of UEFA club competitions. The agreement is described by both parties as a long-term alliance built on shared values of professionalism and a drive for national and international leadership.

Numbers and facts

This sponsorship partnership between inbet and PFC Ludogorets is more than just a marketing measure. It unites two players who strive for market leadership in their respective fields. For inbet, presence at various tournaments represents a strong signal in the sports and entertainment sector. This connects the company's digital platform and its national retail network with millions of football fans.

PFC Ludogorets boasts an impressive track record. The Razgrad-based club only ascended to the top tier of Bulgarian football 15 years ago. In its debut season, the club won both the league championship and the Bulgarian Cup. Over the subsequent 15 seasons, the club dominated national football and has also made a name for itself on the European stage.

PFC Ludogorets' trophy cabinet is remarkable: 14 Bulgarian championships and four Bulgarian Cup victories. The club also reached the group stage of the UEFA Champions League twice and the knockout rounds of the UEFA Europa League five times. Such successes make the club an attractive partner for sponsors looking to reach a broad and engaged audience.

Background

The new partnership reflects a general trend where gambling companies are increasingly investing in sports sponsorships. This is particularly visible in countries where online gambling regulation is less stringent than, for example, in Germany. By associating with popular sports clubs, iGaming brands can increase their brand awareness and reach a wider audience.

Mihail Hadzhiev, Managing Director of inbet, emphasized the long-term vision behind the deal:

“inbet has a long-term vision for its own growth and for its support of Bulgarian sport. In PFC Ludogorets, we have found a partner that shares our core values—professionalism, consistency, innovation, and the pursuit of leadership both domestically and internationally. We believe this partnership will be successful both on and off the pitch. We are confident it will mark the beginning of many significant joint initiatives.” - Mihail Hadzhiev, Managing Director at inbet

Angel Petrichev, CEO of PFC Ludogorets 1945, highlighted the importance of inbet’s commitment to community talent:

“We would like to thank inbet for its trust and are confident that this marks the beginning of a successful partnership between two organizations driven by leadership and ambition. We are proud to work with a successful company that has a long-term vision for its market presence while actively pursuing a policy of corporate social responsibility and supporting Bulgarian sport and Bulgarian talent. We share the same values and look forward to bringing all of our joint projects to life.” - Angel Petrichev, Chief Executive Officer of PFC Ludogorets 1945

The statements from both leaders not only emphasize the business benefits but also the shared goal of promoting the development of Bulgarian sports and taking social responsibility. It remains to be seen how these ambitious plans will be implemented in the coming years.

Why it matters for German players

For German players, such a sponsorship in Bulgaria initially means little. Gambling regulation in Germany is considerably stricter than in many other European countries. Since the Gambling State Treaty (GlüStV 2021) came into force, the rules for online gambling in Germany are clearly defined. German players should exclusively stick to online casinos listed on the so-called GGL whitelist of the Joint Gambling Authority of the Federal States (GGL).

These licensed casinos must meet strict requirements that serve player and youth protection. These include a stake limit of 1 euro per spin on slot machines and a monthly deposit limit of 1,000 euros, which is monitored via the central monitoring system LUGAS. Advertising and sponsorship are also heavily regulated to protect minors and vulnerable players. A betting provider or online casino like inbet would not be legally operable in Germany without further ado.

What it means for GGL-licensed casinos

For online casinos holding a license from the Joint Gambling Authority of the Federal States (GGL), such far-reaching sponsorship deals, as inbet has concluded in Bulgaria, are hardly conceivable. The GGL places great importance on gambling advertising being transparent, truthful, and not directed at minors. Sports sponsorship is not fundamentally prohibited but is subject to strict conditions regarding the type of products and the target group. Alcohol advertising, for example, is not allowed in certain places in German sports; similar restrictions apply to gambling. The possibility of prominently placing a gambling provider's logo on youth team jerseys or near sports facilities frequented by minors is severely restricted or completely prohibited.

German licensees therefore focus on complying with GlüStV 2021. They concentrate on responsible gambling and player protection. This means that they must find more creative ways to stand out from the competition, rather than relying on large-scale, aggressive sports sponsorship campaigns that are still possible in other markets. For the German market, compliance with strict regulations remains crucial for building player trust and achieving long-term success.