Fans United and Superbet Announce Strategic Partnership to Excel at User Engagement

Premier fan engagement platform Fans United announces a strategic partnership with Superbet Group, one of the fastest growing online-led operators in the sports betting, gaming, technology and entertainment space, to implement innovative user engagement solutions across their digital properties.

This collaboration complements Superbet’s digital strategy, which is built on customer centricity and deeply rooted in ab ecosystem of sports, with plans to utilize Fans United’s engagement tools across their sports and entertainment ecosystem. The partnership will leverage Fans United’s proven suite of interactive features to create more engaging experiences for users across different platforms and properties as well as activating its sponsorship partnerships in all the group’s established markets – Romania, Brazil, Poland, Belgium, and Serbia – and in all future expansions.

Stilian Shishkov, CEO of Fans United, commented on the partnership:

We are delighted to partner with Superbet, a company that shares our vision for technological innovation and superior user experience. We look forward to helping Superbet create an even more engaging platform for their passionate community of users.”

Adam Lamentowicz, Chief Commercial Officer CEE at Superbet, stated:

At Superbet, we always strive to innovate, placing our customers at the core of everything we do. Our partnership with Fans United is another step forward in delivering a rich, multichannel experience that combines sports betting with interactive entertainment. The Fans United engagement tools align perfectly with our vision to offer a best-in-class user experience for our players, while constantly searching to improve our customer journey – be it online, retail or in enhancing sponsorship activations.”

About Superbet

Superbet is a tech & entertainment company founded in 2008, with the mission of bringing exciting, technology-powered entertainment in sports & gaming to millions of customers around the world.

The Group is present in 12 countries, with commercial markets in Romania, Brazil, Belgium, Poland and Serbia, as well as technology and product innovation hubs in Croatia and Spain.

Blackstone, the world’s largest alternative asset manager, made a strategic minority investment of 175 million Euro in the Company in 2019. In 2025, the company further strengthened its financial position through a €1.3 billion refinancing agreement, reinforcing its partnerships with Blackstone and HPS Investment Partners and paving the way for accelerated global growth.

As leaders in compliance and best practices, Superbet Group is a member of the International Betting Integrity Association (IBIA) and the European Betting & Gaming Association (EGBA).

About Fans United

Fans United is a leading provider of fan engagement solutions designed to revolutionize the sports and entertainment industry. Our platform offers a wide range of interactive features that enable businesses to connect with their fans on a deeper level, fostering engagement, loyalty, and revenue growth.