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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's now official: Circus, the flagship brand of Liège-based Gaming1, the entertainment arm of Ardent Group, has just 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. Through this partnership, Circus wants to emphasize the pleasure of gambling, but also the responsible gambling which is more important than ever.
For KAA Gent, this partnership is another opportunity to give the club an extra dimension. Since 2014, KAA Gent has been shining on the Belgian turf and always manages to stay on top, with a first Belgian league title in 2015. Thanks to their victory in the Belgian Cup last season, the Buffalos are already guaranteed a place in the 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 pleased 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, especially by supporting our sports teams. As citizens of Liège, we have sponsored Standard for many years. But we were also keen to cross the borders of Wallonia to support a fine 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 delighted with this new partnership with Circus. Tyas Kastelijn, Commercial Manager of KAA Gent, commented:
"We at KAA Gent are always looking for new structural partnerships. With Circus, we have found the perfect partner. We offer them the best possible integration in the heart of Flanders and add an extra international touch through our European adventures. In the current context, it is more important than ever to encourage responsible gambling and to communicate about it in the best possible way. Thanks to the possibilities Gaming1 offers us, we will try to enrich the experience of our supporters in the most playful and intelligent way possible."
