On August 23, 2024, Queen Casino, a leading brand under the Lowkey umbrella, entered into an exciting partnership with Borussia Mönchengladbach (BMG), a prominent club in Germany’s Bundesliga. This collaboration marks a significant development for both entities, merging the realms of football and gaming to reach new audiences.
Overview of the Partnership
The partnership grants Queen Casino exclusive branding rights and visibility during Borussia Mönchengladbach’s Bundesliga home matches. This agreement is designed to elevate the casino’s profile among football fans in Germany and beyond. Additionally, the collaboration extends to digital platforms, focusing particularly on integrating Queen Casino’s brand into BMG’s Japanese social media channels. This strategic move aims to tap into the growing market of Japanese football enthusiasts and gaming fans.
Statements from Key Figures
The partnership was met with enthusiasm from both parties. Samuel Deri Divina, Director of Lowkey, commented on the collaboration:
“We are thrilled to partner with Borussia Mönchengladbach, a club with an illustrious history and a vibrant community of supporters. This collaboration aligns perfectly with our vision of providing premium entertainment and creating unforgettable experiences for our customers.”
Philipp Havermann, Head of Internationalization & Brand Partnerships at Borussia Mönchengladbach, also expressed his excitement:
“We are excited to welcome Queen Casino into the Borussia family. This partnership will not only enhance our presence in the Asian market but also bring innovative engagement opportunities for our Japanese fans. We look forward to a fruitful collaboration.”
Industry Context and Trends
The alliance between Queen Casino and Borussia Mönchengladbach comes at a time when high-profile sponsorships between football clubs and gambling brands are becoming increasingly common. For instance, earlier this summer, Betsson was announced as the new front-of-shirt sponsor for Serie A side Inter Milan. These partnerships reflect a broader trend where sports organizations and gambling companies are joining forces to leverage each other’s strengths and expand their reach.
Strategic Benefits
For Queen Casino: The partnership provides Queen Casino with enhanced visibility through branding at Bundesliga home matches, which could significantly increase the casino’s exposure to a broad audience. The focus on BMG’s Japanese social media channels represents a strategic effort to connect with a burgeoning market of football fans and online gamers in Japan, potentially leading to increased brand recognition and customer engagement in this region.
For Borussia Mönchengladbach: This deal introduces a new revenue stream for Borussia Mönchengladbach, contributing to the club’s financial stability. Moreover, the partnership helps the club expand its global footprint, particularly in the Asian market where there is substantial growth potential. The collaboration with a major brand like Queen Casino also offers innovative opportunities to engage with the club’s international fanbase.
Looking Ahead
As the partnership unfolds, fans can anticipate a range of engaging activities and promotions. The integration of Queen Casino’s brand into Borussia Mönchengladbach’s digital platforms, particularly in Japan, promises to deliver unique experiences and interactive content for football enthusiasts. Both organizations are poised to benefit from this collaboration, setting the stage for a dynamic and mutually advantageous relationship.
The alliance between Queen Casino and Borussia Mönchengladbach represents a strategic move that benefits both parties. By combining their strengths, they are well-positioned to enhance their global presence and create memorable experiences for their audiences. As this partnership develops, it will be interesting to see how it influences both the football and gaming industries.