June 23, 2022 - 9:52 am

Unibet becomes Ajax's sportsbetting partner through 2026

Ajax has signed a lucrative sponsorship deal with Unibet. The online betting firm will become the official betting partner of the national champion, signing a contract until the summer of 2026 and reportedly paying the Amsterdammers an annual sum of almost three million euros.

Unibet has been a licensee to legally offer online gambling in the Netherlands since June 8.

What played a part in Ajax's choice is that, according to the Amsterdam club, Unibet is a forerunner in the field of responsible gaming. The Player Safety Early Detection System identifies harmful behavior. Part of the sponsorship agreement is that Ajax and Unibet will work together in the field of match fixing prevention, mental health and responsible gaming.

That Ajax has chosen Unibet is not without reason. According to the Amsterdam club, Unibet is a pioneer in the field of responsible gaming. The Player Safety Early Detection System detects harmful behavior. Part of this partnership is that Ajax and Unibet will work together in the field of prevention of match fixing, mental health and responsible gaming.

That Ajax and Unibet would join forces was a long time coming. However, the online betting agency for a long time no longer had a license for the Dutch market and so the collaboration was officially postponed.

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