A historic three-year deal marks a new era for Ukrainian football and gaming partnerships
A Landmark Moment in Ukrainian Sports Sponsorship
FC Dynamo Kyiv, Ukraine’s most decorated football club, has announced a three-year title sponsorship agreement with GG.Bet UA, making it the first gambling company to ever hold the top-tier partnership role with the club. This marks a significant development not only for Dynamo Kyiv but also for Ukraine’s sports sponsorship landscape, signaling a deeper integration of the iGaming industry into mainstream sports culture.
The announcement was made at a press conference by Dmytro Brif, CEO of FC Dynamo Kyiv, who celebrated both the club’s continued sporting success and the new opportunity to elevate fan engagement through this strategic collaboration.
“We’re being supported by a partner who can significantly boost our media presence and help us organise activities that will surprise even the most demanding football fans,” he said.
A Deepening Relationship Between Club and Brand
While GG.Bet has previously partnered with Dynamo Kyiv in various capacities—such as sponsoring European matches and winter training camps—this title sponsor role represents a deeper, more formalised relationship. The deal comes at a pivotal moment for Dynamo, which enters the new season as reigning champions and celebrates thirty major title wins, including 17 post-independence national championships and two UEFA Cup Winners’ Cups.
Sergii Mishchenko, representing GG.Bet UA, described the partnership as more than just a commercial deal. “Dynamo 3.0 isn’t just about the thirty titles… It’s about a new era for Dynamo and GGBet UA,” he said. Mishchenko emphasised the brand’s ambition to engage more directly with fans, build mutual value, and roll out exclusive digital content and promotional campaigns in tandem with the club.
Broader Context: Betting Brands in Football
This collaboration mirrors a growing trend in European football, where betting companies have become integral financial partners. However, in many markets, such partnerships have drawn scrutiny from regulators and public health advocates concerned about the promotion of gambling in sport. In Ukraine, though, this deal is a landmark first—a sign of both changing regulatory tides and a maturing iGaming market.
GG.Bet, known for its strong esports presence and recent ventures into traditional sports sponsorships, also launched the Mega Blast competition in July 2023, aimed at driving fan engagement through interactive gaming experiences. Its increasing presence in both real and virtual sports ecosystems positions it as a hybrid entertainment brand with a growing global footprint.
Looking Ahead: What the Partnership Means
This partnership could usher in a new chapter for both parties. For Dynamo Kyiv, it offers increased funding, global visibility, and enhanced digital content. For GG.Bet, the title sponsor status means direct access to a passionate fanbase, as well as opportunities to activate brand campaigns, launch exclusive betting offers, and integrate with club-themed content across platforms.
With three years of collaboration ahead, fans can expect a fusion of sports and gaming that redefines the way supporters interact with their favourite teams—whether in stadiums or online.
Good to Know: FC Dynamo Kyiv, founded in 1927, has never been relegated from Ukraine’s top division and is one of Eastern Europe’s most iconic football institutions.
