Superbet has signed principal sponsorship agreements with PAOK Thessaloniki and Panathinaikos Athens, two of the most prominent clubs in Greek football, as the Romanian-headquartered operator makes its first commercial move into the Greek market. Levadiakos and the AEK Athens basketball team are also included in the deal.
The Greek Market Entry
PAOK, currently managed by Răzvan Lucescu, and Panathinaikos, coached by Rafael Benítez, are the two headline clubs in the arrangement. The PAOK agreement runs until 2028, covering three seasons, with Superbet’s branding appearing on the club’s jersey. No financial terms have been disclosed for any of the deals.
The announcement marks Superbet’s formal entry into Greece, a regulated market where the national regulator, the Hellenic Gaming Commission (HGC), oversees licensed operators. Greece reported 50% iGaming growth in 2025 as regulation tightened, according to The iGaming EU’s earlier coverage.
Superbet’s Sponsorship Portfolio
The Greek clubs join an existing portfolio built primarily around Romanian and Central European football. Superbet is the title sponsor of the Romanian Superliga and holds shirt sponsorships with Rapid, Dinamo, Universitatea Craiova, Farul Constanța, Universitatea Cluj, and Politehnica Timișoara. The group is also the official LaLiga partner in Romania and sponsors the Romanian Women’s Superliga.
Internationally, the operator counts São Paulo and Fluminense in Brazil, and Wisła Kraków and Lech Poznań in Poland among its sponsored clubs. Handball, chess, MMA, and women’s tennis (Transylvania Open) round out a portfolio that spans multiple sports and geographies.
Company Background
Superbet was founded in 2008 and operates across 12 countries, with commercial markets in Romania, Belgium, Poland, Serbia, and Brazil. The group runs a product and technology hub in Croatia and employs more than 5,000 people. In 2019, Blackstone committed €175m to the business to fund international expansion.
The group is a member of the International Betting Integrity Association (IBIA) and has won the Best Sports Betting Operator in CEE award at the Central & Eastern European Gaming Conference (CEEGC) four times.
Superbet’s Greek entry via sponsorship, rather than an acquisition or licensing announcement, fits a pattern seen from other CEE operators building brand recognition ahead of or alongside licence applications in new regulated markets. Whether the group holds or is pursuing a Greek gaming licence has not been confirmed in the announcement. The iGaming EU has contacted Superbet for comment.
Source: Superbet
