Major betting brand BetVictor, which is the flagship brand of the BV Group, has been working successfully with Matchroom Group for several years. The company sponsors several prestigious sports events, especially cue sports ones, and has done so in an historic long-term partnership. In recent years, it announced it would sponsor the 2024 UK Open Pool Championship, an addition to its portfolio as a sponsor, and has been sponsoring Championship League Snooker for several years.
Now the company has announced a new sponsorship deal for the 2025/2026 season with Matchroom. Below is an overview of BetVictor’s success since its last sponsorship deal, the benefits of the partnership and the new deal, and some of the differences between the partnership deals.
BetVictor and its success of partnering up
The above deals aren’t the only ones BetVictor has been striking up with Matchroom. The company also sponsored the 2024 World Cup of Darts, in Frankfurt, and its sponsorship has also extended to Championship League Snooker ranking event and Championship League Snooker invitation event. In 2019/2020, the company announced it would become the title sponsor.
Each of the partnerships has been a success for BetVictor, by allowing them to reach fans around the globe who love darts and cue sports such as snooker and pool, and either engage with them by playing the games or watching tournaments. The release of the company’s Lucky Dip created a new way to bet on the sports they love and an opportunity for BetVictor to generate more revenue. The decision of the Professional Darts Corporation (PDC) to expand the World Cup of Darts to 40 countries has benefited BetVictor with extra exposure, as the sport goes from strength to strength with a very popular betting market.
The New Deal
In the new deal, the company is renewing its sponsorship of the Northern Ireland Open, the English Open, the Welsh Open, and the Scottish Open of the World Snooker Tour’s Home Nations Series for the 2025/2026 season. The sponsor has become popular with snooker players because of the BetVictor bonus race, which has operated since 2020 and allows the leading prize winner across the Home Nations tournaments to take home an extra £150,000. In the 2024/25 season, Neil Robertson picked up the bonus, following success in previous years by Judd Trump, John Higgins, and Robert Milkins.
Supporting branding and marketing efforts
The partnership presents some huge benefits for BetVictor because it supports the company’s two-pronged strategy of influence in the UK in the world of cue sports and establishing a firmer footprint in North America and Canada. The deal helps the sponsor to drive its brand visibility, customer engagement, and associate itself with well-regulated sports. There are even opportunities to get eyeballs on its casino services and introduce sports betting fans to these. As you’ll see from this BetVictor online casino review at Casino.ca, they are currently impressing Canadian players with their polished and professional offering. Visibility, engagement, and positive association with well-regulated sports aren’t the only benefits for BetVictor. The sponsorship presents the company with the opportunity to implement target promotions and live betting.
Differences in the deals
Perhaps the most striking difference in the sponsorship is the structure of the BetVictor bonus. Whereas before it was earned from across a wider selection of events, since the 2024/25 season, the bonus is awarded based on cumulative money won across the Home Nations Series.
The company’s announcement of the change follows a decision by the World Snooker Tour to alter the structure of Home Nations events for the 2024/25 season. The events follow a tiered system in the early rounds and the top 32 go to the main venue for the last 64. This system allows lower-seeded players to earn prize money in the earlier rounds, and at the same time enables live audiences and TV ones to see the leading players at the final venue.
To support the changes, the tour increased the prize money for all the events to more than £500,000 per event. It meant that not just two or three players could win over a £1 million in prize money in one season, but three, four, or even five.
Some observers online have commented that the changes could persuade top-ranking players not to skip Home Nations Series events as they might have done in the past. One player who’s certainly not likely to skip events is Judd Trump, who has won the bonus three times, once even with an event to spare.
Despite the differences in the sponsorship, the deals strengthen BetVictor’s relationship with Matchroom Group and allow it to consolidate its position and visibility in the sports betting market further. Players who are gunning for the bonus may feel the pressure a little more because of the reduced number of tournaments they have to accumulate eligible winnings, but this could lead to more excitement for sports fans as players choose to play more boldly with extra prize money in mind.
BetVictor have long been working together with Matchroom Group and the new deal will boost their visibility and potential revenue as they pursue their marketing aims. The bonus they place up for grabs has also made them popular with snooker players, who can add to the already-sizable prize pots tournaments offer the winners and runners-up.
