Fnatic and Betify announce multi-year partnership

UK-based esports organisation Fnatic has announced a multi-year partnership with online cryptocurrency casino Betify.

The seven-figure deal sees Betify become the official betting partner for Fnatic’s Counter-Strike 2 team.

As part of the deal, Fnatic and Betify will collaborate on video content for social media and participate in creator activations at gaming events. The Betify logo will also appear on Fnatic’s jersey, which will be first seen at ESL Pro League Season 19.

The partnership with Fnatic marks Betify’s first step into the esports space. Operated by ALTACORE N.V., the company is a bookmaker and crypto casino that is partnered with former professional boxer Floyd Mayweather and active Austrian mixed martial artist Aleksandar Rakic.

Betify is based and licensed in Curaçao. Despite its partnership with Fnatic, the app and website are not currently available for use in the United Kingdom.

Whilst Betify might be new to the esports scene, Fnatic are veterans in the space and are known across many games, notably League of Legends, VALORANT and Counter-Strike. During an era where the organisation predominately had Swedish players, Fnatic won three Valve Majors, second only to Danish powerhouse Astralis with four.

Although the British organisation’s last Counter-Strike Major trophy was won in 2015, the organisation has expanded its reach and become a household name throughout other esports. Betify joins the likes of Sony INZONE and Jack Links as partners of its CS2 roster. Moreover, last year Fnatic secured a deal with Shikenso to analyse the performance of its partnerships.

This partnership follows a controversial trend of cryptocurrency casinos and betting platforms investing into esports in 2024. North American organisation FaZe Clan has partnered with Rollbit whilst Heroic announced a multi-year deal with Thunderpick.

Via a post on LinkedIn by Fnatic’s Founder and CEO, Sam Matthews, Betify’s Partner Manager stated: “Partnering with Fnatic isn’t just a business decision for us; it’s a heartfelt choice.”

The exact figure of the seven-year deal has not been disclosed.