Northamptonshire County Cricket Club has begun a ground-breaking new partnership with Dafabet.

The partnership sees Dafabet become a Principal Partner of the club and the Lead Partner of the Club’s live stream. Their support will help enhance the hugely successful matchday coverage, offering viewers a more professional all-round production alongside greater exclusive content.

John Cruces, Head of Sponsorship at Dafabet added: “We’re very happy to be extending our partnership with the club as we continue to increase our presence within the sport. Live streaming is becoming very important worldwide, we think the kit looks great and wish the club the best of luck.”

Since its foundation in 2004, Dafabet has grown into one of the world’s biggest online betting brands. Despite already having a long and established presence within global sport, Dafabet  continues to grow and strengthen their investment in cricket in the UK.

Following a successful one-off campaign with the club in 2022, Dafabet have joined into a multi-year agreement with the Club.

“Our live stream has been a huge focus for a number of years now so to be able to take that product to the next level and partner with such a large brand is fantastic.” Head of Commercial, Daniel Vernon said.

“We saw 2.2 million views on the stream last summer and have big plans for how that production looks, I’m excited to see that viewership rise even higher in 2023 and beyond.”

Along with their support of the live stream, Dafabet branding will also feature on the Club’s Vitality Blast playing kit along with various branding around the ground.

“Dafabet have very much impressed everyone at the Club with their desire to help drive the club forward on and off the pitch.” Vernon added.

“We’re really proud of our local identity and the huge number of local partners the Club has, but to be able to bring in the support of a global company the size of Dafabet is a real sign of progress for the Club.

“We look forward to working with them here at The County Ground for the foreseeable future”.

As an organisation, a key aim for Dafabet is promoting the awareness of problem gambling and endorsing safer gambling as a whole. They strive in improving prevention, intervention and treatment.

Dafabet branding features on the collar and back of the on-field 2023 T20 shirt but is not present on retail and junior shirts.