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Superbet Continues European Growth Strategy

Superbet is set to acquire Napoleon Sports and Casino in a deal that will enable it to enter the Belgian market.

The company will purchase 100% of the Napoleon shares from their current owner, the investment fund Waterland Private Equity Investments. According to Superbet, the deal will help its growth within Europe and beyond by giving it access to another regulated market.

Johnny Hartnett, the Superbet Group Chief Executive, said gaining access to the new market is not the only advantage. He believes the business is also set to benefit from welcoming Napoleon’s staff.

Johnny Hartnett Superbet Group Chief Executive

Napoleon’s core market and brand positioning in Belgium represents the ideal acquisition opportunity to deliver on our global expansion plan. It also delivers on our growth strategy of bringing in additional revenues from regulated markets with a strong online profile. Additionally, we’re looking forward to welcoming a hugely experienced and talented team to the Superbet family, who we believe are exceptionally well placed to deliver on market share gains in Belgium and beyond.

Johnny HartnettSuperbet Group Chief Executive

Tim de Borle, the Chief Executive at Napoleon Sports & Casino, believes that the acquisition makes sense as both companies have similar strategies. He said that they are excited to be joining Superbet and explained that, “The fact that Superbet and Napoleon are both data-driven and entrepreneurial companies focused on delivering innovative on-and offline entertainment for our players, makes me confident that this a perfect match.”

He added that they were looking forward to the next chapter in their journey and thanked Waterland for its support over the last six years.

Superbet has been working on its expansion strategy in recent times. Last year the company boosted its presence in Eastern Europe by acquiring a 60% stake in the online casino operator Lucky 7. This expansion has been supported by an investment of €175 million from private equity giant the Blackstone Group (NYSE: BX).

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