Tipico Group is looking to fuel further gaming talent acquisition in Malta following its acquisition by Banijay Group by sponsoring the Maltese men’s national football team.
The partnership will focus on Tipico’s Careers portal, with the group already employing over 450 people in the country.
The move comes after Banijay Group acquired a majority stake in Tipico Group, which will see Banijay combine its Betclic sports betting brandwith Tipico and Admiral.
The move is adding an omnichannel element to Banijay Gaming’s operations through the retail operations of Tipico and Admiral, which Tipico acquired from Novomatic.
Boosting Tipico’s Malta presence
“The brand Tipico is strongly rooted in professional football and so are our sponsoring activities,” said Kajetan Strini-Brown, director of sports brand and marketing acquisition at Tipico.
“Furthermore, Tipico is more than 20 years headquartered in Malta and employs more than 450 people on the island. That’s why we are absolutely delighted to enter this new partnership with the Maltese national team.”
Tipico made its branding debut with the Maltese national team on Thursday, March 26, when Malta lost 2-0 to Luxembourg.
As part of the deal, Tipico’s logo is appearing across training tops, training sweatshirts, polo shirts and walk-on anthem jackets.
All digital activation shown will focus on the Tipico Careers portal.
Banijay Group strategic update
In a strategic update held on Thursday, March 26, Banijay Group said it is looking to generate €10bn in revenue in 2029, aided by its acquisition of Tipico Group and the combination of Banijay Entertainment and All3Media.
“The signing of these two transformative transactions marks a decisive step in our development,” said Banijay Group CEO François Riahi.
“We are moving to a stronger, more powerful and cash-generative platform.”