Russian sports betting operator Liga Stavok and French Ligue 1 football club AS Monaco have struck a regional partnership, focusing on the former’s home market.

The Russia-facing agreement will allow the firm to strengthen its brand visibility in the country through virtual LED technology as the team’s home matches at the State Louis-II stadium and across its social media channels.

For Monaco, the French top-flight team aims to further strengthen its audience base in Russia, where it has already captured some attention through its attacking midfielder Alexandr Golovin, who also plays for the Russian national team.

“We are delighted to be associated with such an important entity as AS Monaco,” said Yuri Krasovsky, President of Liga Stavok. “The club has a rich history, an impressive list of sporting achievements and an incredible number of trophies to its credit. 

“For Liga Stavok, this partnership is a logical next step in the implementation of our business strategy, which is to strengthen our presence in the international market. We are convinced that our collaboration with AS Monaco will be fruitful and productive.”

Additionally, the deal will also enable Liga Stavok to enhance its status in the esports market, as engagement between the sector and the traditional sporting space continues to grow.

By linking with the team, Liga Stavok will also be able to cooperate with Gambit Esports – the official partner of AS Monaco Esports and the driver behind the AS Monaco Gambit team, which competes in top tier Dota 2 and Fortnite tournaments.

The agreement builds on Liga Stavok’s existing Russia-facing partnerships. So far, the operator has formed a regional arrangement with the US National Hockey League (NHL), and also works to promote the Russian Premier League (RFL) football tournament to international bettors.

Oleg Petrov, Vice-President and CEO of AS Monaco, remarked: “We are very pleased to welcome Liga Stavok as a partner of AS Monaco. This collaboration with a major player in the Russian sports betting market will allow us to strengthen our attractiveness, develop our visibility and offer a special experience to Russian fans of AS Monaco and football.”