Swedish esports organisation Ninjas in Pyjamas (NiP) has extended its partnership with bookmaker Betway, entering into a seven-figure, three-year agreement.

The two parties evidently consider the previous two-year deal they had a success, and this extension ensures Betway will continue to see its logo on the players’ jerseys and on-site at NiP’s training facilities. New content will also be co-produced and the bookie will have full player access.

Anthony Werkman, CEO of Betway discussed the partnership: “Our partnership with Ninjas in Pyjamas helped put Betway on the map as an authentic, passionate and committed supporter of esports around the world. It was therefore an easy decision for us to continue our sponsorship with them over the next three years and to expand that in to DOTA 2.

“They are a firm favourite in the Betway sponsorship stable having demonstrated not only their skills in the arena but also their personalities behind the screen. By actively engaging with fans through our Betway esports social channels they have helped bring more people closer to the game than ever before and we are very excited about the future together.”

Hicham Chahine, CEO of Ninjas in Pyjamas also commented: “We are delighted to have extended our partnership with Betway after a very successful couple of years. The team at Betway has been a pleasure working with, and has been a big part to the success we have seen over the duration of the partnership. We have developed a close and innovative relationship which made our choice obvious; to continue for the next 3 years.”

Betway was announced as a sponsor of the newly-revived MIBR brand when Immortals relaunched it to house the former SK Gaming line-up. The bookie also recently sponsored Invictus Gaming for the biggest Dota 2 tournament of the year, The International 8. Ninjas in Pyjamas is also sponsored by Nighthawk Pro Gaming, DXRacer, ASUS Republic of Gamers, Xtrfy, FACEIT, NOCCO, Twitch, and Panasonic Lumix.

Hicham Chahine and Adam Savinson, Head of Esports at Betway recently co-hosted a session at ESI London, the biggest esports conference of the year. You can read more about how this partnership came about here.

Esports Insider says: The partnership between Betway and NiP is exemplary and should be used as a demonstration as to what can be done when two companies work together properly in this industry. From NiP helping Betway truly dig its heels into esports in a natural way to producing content with West Ham United, we hope to see more impressive and entertaining results of this partnership over the next three years.