The Ukrainian Premier League (UPL) and licensed bookmaker BETKING have officially announced the start of a strategic partnership designed for two seasons, reports UNN.
Within the framework of the cooperation, the parties will implement a number of joint initiatives, including the creation of an official line of UPL and BETKING merchandise, the launch of the "Player of the Round" award from BETKING, the social initiative "Play Responsibly", as well as new digital and communication projects for the football audience.
BETKING Director Pavlo Zhurylo noted that the partnership with the Ukrainian Premier League is a logical continuation of the brand's strategy to support Ukrainian sports and develop football culture.
"For BETKING, the partnership with the Ukrainian Premier League is another important step in the implementation of our long-term strategy to support Ukrainian sports. We strive to be not just a partner, but an active participant in the development of the championship. Together with the UPL, we will work on creating new formats of interaction with fans, launching modern digital projects, developing joint merchandise, and implementing initiatives that will make Ukrainian football even more interesting and closer to its audience," said Pavlo Zhurylo.
President of the Ukrainian Premier League Yevhen Dykyi emphasized that the partnership opens up new opportunities for the development of the championship and the introduction of modern formats of interaction with the football audience.
"We are starting a cooperation focused on the development of media content and improving interaction with the audience. Within the framework of the partnership, we plan to implement a number of projects: from launching official merchandise to the social initiative 'Play Responsibly'. We expect that these marketing steps will help attract a new audience and increase attention to UPL matches," said Yevhen Dykyi.
Over the course of two seasons, the UPL and BETKING will implement a comprehensive program of joint activities, which will include media projects, integrations during championship matches, activations for fans, the launch of new content formats, and special marketing initiatives.
BETKING, which is part of King Group, is consistently expanding its presence in Ukrainian sports, developing long-term partnerships with key sports organizations and projects.
Reference about BETKING
BETKING is a licensed bookmaker that is part of King Group and operates in accordance with the legislation of Ukraine. BETKING offers a wide range of services in the field of sports betting and online entertainment, focusing on innovation, transparency, and the principles of responsible gaming.
BETKING actively contributes to the development of sports in Ukraine: supports professional teams, implements partnership projects, and introduces initiatives aimed at fans and the sports community.
LLC "Slots U.A.": Licenses for conducting activities in organizing and conducting gambling casino games on the Internet dated 25.03.2026 (Decision of the DAU PlayCity No. 82-R dated 25.03.2026) and 15.09.2023 (Decision of KRAIL No. 245 dated 31.08.2023), as well as bookmaking activities on the Internet dated 05.12.2024 (Decision of KRAIL No. 559 dated 21.11.2024) issued for a term of 5 years.
PARTICIPATION IN GAMBLING CAN CAUSE GAMBLING ADDICTION. FOLLOW THE RULES (PRINCIPLES) OF RESPONSIBLE GAMING