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bwin is back in United States!
The betting world goes round and round, and the famous online bookmaker is entering the country again, this time by acquiring one of the most popular USA sites, bet.en
bwin buys bet.en
The big news was already announced weeks ago, but only now more details about bwin's real intention are known.
Actually, it was not bwin itself that acquired Gobet (company that owns bet.en), but the Entain group, which owns several brands, including bwin.
this huge international group It also has the brands Sportingbet, Ladbrokes, Coral, Betdaq, and dozens of others, many of which have operated in United States, before the regulation.
bet.US will become bwin?
Everything indicates that yes. The information we have is that the Entain group intends to use the bwin brand in exclusive in the USA market.
For that to happen, most likely there will be a migration of customers to the new brand, or a replacement of bet's image.en by bwin.
Updated on 05/03/2021: It is confirmed that indeed bet.en will give way to bwin, replacing the brand among legal bookmakers.
bwin United States sponsors the USA league
It was recently announced that bwin will be the main sponsor of the league for the next 5 seasons, replacing NOS.
This is a clear indication of the heavy investment that can be expected from the brand to win customers in United States, and another clue that the bet.US will indeed become bwin.
It wouldn't make sense to invest so much money and keep two competing brands in the same market, considering the small size of the country.
Controversy between bwin and Betano
But the sponsoring process did not go smoothly.
bwin barely entered into the regulated market, but already created a big fight: the competitor Betano, which had an almost signed agreement with the League, complains about being removed from the process, without valid justification.
According to Diário de Notícias, Betano was for many months to negotiate the "naming rights" of the League, and there was a consensus for a sponsorship that reached 22 million euros.
However, the League gave up the deal, claiming that bet.en (now part of the bwin group) had a contractual clause that was triggered, thus leaving Betano out of the race.
According to DN, the process may even end up in court. But even if it doesn't end, it will certainly cause a "war" between the two brands, which in the end may even benefit the customers of both.
A very famous brand in United States
bwin is certainly one of the most recognized brands in the betting world.
Who doesn't remember, for example, the years when Real Madrid wore the brand's sponsorship on their jerseys?
But the younger ones may not remember the history of bwin: appeared in 1997 in Austria, and had the name "betandwin". See below a screenshot of the bwin site in 2003, when it still had its former name.
It has always operated in the biggest world markets, including United States, at a time when online betting was not regulated.
The brand gained a lot of notoriety with sports sponsorships to several teams and events. It sponsored, among others, AC Milan, Bayern Munich and the Moto GP World Championship.
The company has even been partner of the USA League, between 2005 and 2008, when the competition was called bwin league.
And the more attentive fans may also remember the time when the bwin was the sponsor of the League Cup, what happened for a few years, starting in 2010.
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