sunmaker backs esports with PENTA

Online betting company makes first move into esports with premium partnership


Berlin, Germany – Infront partner PENTA Sports and sunmaker announced a new premium partnership on Thursday, with the Berlin-based team set to provide wide exposure for the online betting provider.

The agreement will see sunmaker featured on PENTA Sports' jerseys, website and social networks, with a heavy focus on digital activation through content marketing across all channels.

A logical step

The decision to enter the esports market was an easy one for sunmaker according to their spokesperson: “Esports is the second largest sport segment behind football in Germany already. It was a logical step for our sponsorship strategy within Germany to expand into esports. PENTA Sports is the ideal partner for a long-lasting and successful cooperation.”

Hendrik Goetzendorff, Managing Director of PENTA Sports, said: “Traditional sport meeting esports is a theme of this cooperation. Sport betting is no longer exclusive to traditional sports like football anymore, but also relevant for millions of esports enthusiasts who celebrate with their favourite teams. Infront's connection to the world of football sponsorship has again proved to be an asset. We begin our first esports adventure with sunmaker following in the footsteps of several football clubs who also announced their partnership with the company recently. We are excited for the new cooperation and would like to thank sunmaker for their trust.”

Sport meets esports

Marco Sautner, Managing Director of Infront Germany, highlighted the connections that already exist between the two new partners: “We are pleased that we were able to connect PENTA with one of our partners who is active in football and also sees the potential and opportunity in esports. sunmaker’s move is a great example of how sponsoring within traditional sports and esports can complement each another significantly.”

About sunmaker

The sunmaker betting portal was founded in 2004 and has been successfully serving customers all over Europe since then. The sunmaker team has gained many years of international experience in games and services and has won several awards. The sustained support of sports through several sponsoring engagements has been an important part of the company’s strategy. Since July 2015, sunmaker has been part of the Swedish listed company Cherry AB.

About PENTA Sports

PENTA Sports is one of the most successful esports teams in Germany with national- and world champions spread about different genres such as FPS, RTS, MOBA and sport games. With the first esports training center (ELZ) in Germany, PENTA tries to catch up with real sports regarding professionalism, performance improvement and talent scouting. Next to the business as esports club, PENTA hosts professional esports events and tournaments all over the world. With its experience as a marketing agency and the most innovative movie productions in esports, PENTA is one of the big players in the market right now. Through a lot of esports achievements and the establishment as a lifestyle brand PENTA Sports is growing fast with gaining a lot new fans!

About Infront

Infront is a leading sports marketing company managing a comprehensive portfolio of top properties. Infront covers all aspects of successful sporting events, including the distribution of media rights, sponsorship, media production, event operation and digital solutions. Headquartered in Zug, Switzerland, Infront has a team of more than 1,000 staff working from 39 offices across more than 14 countries, delivering 4,100 event days of top class sport around the world every year. In 2015, Infront was integrated into Wanda Sports Group, part of Chinese conglomerate Dalian Wanda Group.