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The leading GameTech company announces its first strategic partnership with a sports entity in Mexico, marking a new era in fan experience. As part of its global strategy, Novibet, the multi-award-winning international GameTech and digital entertainment company, has joined forces with Cruz Azul, one of the most iconic and historic football clubs in the country, thereby strengthening its presence in the region and betting on a passionate market undergoing digital transformation. Together with La Máquina, Novibet aims to establish itself as a key player in the Mexican sports ecosystem through a five-year agreement that includes branding on the chest and shoulder of the team’s jersey. The deal also features a series of initiatives designed to actively enhance the fan experience through the integration of technology, innovation, and entertainment, transforming the way Cruz Azul fans engage with the team they love. Novibet has already demonstrated its growth and strength in other major markets such as Brazil, Greece, and Ireland, where it has built partnerships with high-profile clubs in leagues like the Greek Super League and the Premier League. Mexico is the second-largest sports betting market in Latin America, only behind Brazil, where Novibet has already established strong partnerships in the region. In Mexico, over 80% of sports bets are placed on football, with Liga MX being the dominant force in the country's sports betting scene. Within this context, bringing Cruz Azul—one of the most traditional and influential teams in the country—into the Novibet family represents a natural and strategic alliance. This union paves the way for innovative activations and unique experiences that will transform every matchday, on and off the field, placing the fan at the heart of the action. "We are proud to partner with such an iconic club as Cruz Azul, whose legacy and passion for the sport align perfectly with our values of innovation, entertainment, and commitment to an elevated fan. This partnership not only strengthens our presence in Latin America—it also allows us to connect with millions of football fans in the country,” said Nikos Papadoglou, General Manager of Novibet. On this matter, Eng. Víctor Velázquez, president of CF Cruz Azul, stated: "The alliance with Novibet is great news. As I mentioned at the end of the Concacaf Champions Cup, we are committed to consolidating a team for the ages, and these partnerships allow us to move precisely in that direction. I am also very happy for the fans, who will benefit from great experiences and the best entertainment, hand in hand with our friends at Novibet." With this partnership, Novibet and Cruz Azul are not only celebrating their union but also the beginning of a new phase focused on innovation, fan engagement, and mutual growth in one of the world’s most passionate markets. What begins as a strategic collaboration promises to become a unique experience for the Celeste community and football fans throughout Mexico.

As the official betting partner of the NBA in Greece and Cyprus, Novibet brought the pulse of the NBA to Athens. The basketball event ‘3on3 Road to Glory’, organized by Novibet in collaboration with the NBA, was successfully held at the historic Fokianos Sports Park. For two full days (May 31 – June 1), the heart of Athens pulsed with NBA energy, offering unforgettable moments of competitive action and entertainment for basketball fans of all ages. The tournament was a true celebration of street basketball, blending the raw spirit of the game with the prestige of the NBA. A standout attraction was the presence of the Larry O’Brien Trophy, the iconic NBA championship trophy, which drew thousands of visitors eager to capture the moment with a photo. Adding to the excitement, Isaiah Thomas, the charismatic two-time NBA All-Star point guard, joined the event, signed autographs, posed for photos, and shared moments of inspiration with attendees. With over 400 participants and an impressive crowd turnout throughout the weekend, the event proved that basketball has the power to unite and inspire. The tournament served as yet another testament to the strategic partnership between Novibet and the NBA, sharing a common vision of promoting the sport and strengthening basketball culture in Greece.

Novibet, the official betting partner of the NBA in Greece and Cyprus, is launching the very first “3on3 Road to Glory”, a one-of-a-kind basketball tournament that brings the magic of the NBA to the heart of Athens at the Fokianos Sports Park. Novibet, as the official betting partner of the NBA in Greece and Cyprus, is hosting the “3on3 Road to Glory”, an innovative basketball event that blends the excitement of street basketball, with the glamour of the NBA, the world’s No #1 basketball league, on the weekend of May 31st – June 1st at Fokianos Sports Park. To further elevate the tournament experience, Novibet is bringing the official Larry O’Brien Trophy to Greece, and fans will have the chance to compete in front of the iconic NBA trophy, take photos with it, and get even closer to the thrilling world of the NBA. The tournament will be honored by the presence of Isaiah Thomas, one of the NBA’s most beloved and talented point guards of the modern era. A two-time All-Star, best known for his standout performances with the Boston Celtics and his relentless passion and tenacity on the court, Isaiah Thomas will be in Athens to attend the tournament, sign autographs, and enhance the experience for everyone at Fokianos Sports Park. More than just a competitive tournament, “3on3 Road to Glory” is an authentic NBA-style basketball event — a full-on experience crafted for true lovers of the sport, bringing the NBA’s magic right into the center of Athens for two unforgettable days. Register your team now on the tournament’s official website: https://www.roadtoglory.gr/ Build your team and step into the game!  

The National Basketball Association (NBA) and Novibet – a leading online gaming operator– announce a multiyear collaboration that makes Novibet the league’s first official betting partner in Greece & Cyprus. Through the collaboration, Novibet will offer an authentic gaming experience to fans in Greece, access to official NBA merchandise, and will be featured across the NBA’s localized social and digital media channels in Europe. Novibet will also serve as presenting partner of a localized version of NBA Pick‘Em: Bracket Challenge, one of the NBA’s free-to-play prediction games, host local fan events, and provide select fans with the opportunity to attend live NBA games in the U.S., bringing Greek fans to get closer to the game. Novibet and the NBA will also promote responsible betting and collaborate on best-in-class practices to protect the integrity of NBA games. “This collaboration allows us to elevate the audience’s excitement about the NBA and provide fans in Greece with unique entertainment opportunities that celebrate the spirit of basketball,” said Novibet Owner Rodolfo Odoni. “As NBA basketball continues to grow into one of the most popular sports in Greece, captivating fans with its gripping action and vibrant culture, this collaboration represents a significant milestone for our organization. Novibet will integrate NBA branding into our platforms, delivering our users a premium and immersive experience. Basketball is more than a game; it’s a celebration of community, competition, and the pursuit of excellence. We look forward to this exciting journey ahead, starting from today.” “The passionate NBA fans in Greece will now have even more opportunities to follow and connect with their favorite teams and players,” said NBA Vice President, International Gaming & Data Ventures, Kuljeet Sindhar. “With the 2024-25 NBA season fast approaching, we look forward to working with Novibet to engage Greek fans in new and creative ways.” Fans in Greece will be able to watch the 2024-25 season live on NBA League Pass, the league’s premium live game subscription service available via the NBA App. For more information about the NBA, fans in Europe can visit @NBA on Facebook and follow @NBA on X and @NBAEurope on Instagram. Fans can also download the NBA App for news, updates, scores, stats and videos and purchase the latest NBA merchandise at NBAStore.eu.