Online gaming operator Meridianbet has enhanced its sponsorship agreement with Serbian basketball team Crvena Zvezda by integrating its logo onto the club’s crest.
Meridianbet, part of the Golden Matrix Group (GMGI), said the move represents a “next-generation business model” for sports sponsorship.
The “strategic” move comes as North America’s National Basketball Association steps up its interest in European basketball, GMGI added.
The deal is the first permanent logo integration in European basketball.
