UPL has gained a new strategic partner
The company Betking has become the new strategic partner of the UPL.
The Ukrainian Premier League and the licensed bookmaker betking have officially announced the start of a strategic partnership for two seasons - 2026/27 and 2027/28. The cooperation opens a new stage in the development of Ukrainian club football and involves the implementation of joint marketing, media, and social projects.
The partnership goes beyond the classic sponsorship integration and aims to strengthen interaction with fans, develop modern formats of football content, and create new opportunities for popularizing the Ukrainian Premier League.
Within the cooperation, the parties will implement a number of joint initiatives, including the creation of an official line of UPL and betking merchandise, the "Player of the Round" award from betking, as well as the social initiative "Play Responsibly," aimed at promoting a culture of responsible gaming.
New partnership format
The UPL and betking plan to jointly develop communication projects, special activations for fans, digital content, and interactive mechanics that will bring the championship even closer to the football audience.
Creating new traditions around the Ukrainian Premier League will be a separate direction of cooperation. In the near future, a joint collection of merchandise for fans will be presented, and the "Player of the Round" award in a refreshed form will honor the best footballers of each game week.
Strategic partnership for the development of Ukrainian football
The director of betking, Pavlo Zhurylo, noted that the partnership with the Ukrainian Premier League is a logical continuation of the company's strategy to support Ukrainian sports and develop football culture.
"For betking, partnering with the Ukrainian Premier League is another important step in realizing our long-term strategy to support Ukrainian sports. We aim to be not just a partner but an active participant in the development of the championship. Together with the UPL, we will work on creating new formats of interaction with fans, launching modern digital projects, developing joint merchandise, and implementing initiatives that will make Ukrainian football even more interesting and closer to its audience. The "Player of the Round" award, new marketing projects, and the "Play Responsibly" initiative are just the first steps in our joint work. We are confident that together we can set new standards for partnership between business and professional sports and make the Ukrainian Premier League even more attractive to millions of fans," said the director of betking, Pavlo Zhurylo.
UPL's perspective: more than just a partnership
The Ukrainian Premier League emphasizes that cooperation with betking opens up new opportunities for the development of the championship and the implementation of modern forms of interaction with the football audience.
"We are starting a partnership focused on developing media content and improving interaction with the audience. Within the partnership, we plan to implement a number of projects: from launching official merchandise to the social initiative "Play Responsibly." We expect that these marketing steps will help attract a new audience and increase attention to UPL matches," emphasized Yevhen Dyky, President of the Ukrainian Premier League.
Two seasons of joint development
During the 2026/27 and 2027/28 seasons, the UPL and betking will implement a comprehensive program of joint activities, covering media projects, integrations in championship matches, activations for fans, launching new content formats, and special marketing initiatives.
The strategic partnership between the UPL and betking, part of the King Group, aims to strengthen the position of Ukrainian club football, create new points of interaction with fans, and contribute to the further development of the Ukrainian Premier League as one of the country's main sports products.
