Superbet buys Napoleon Sports & Casino to augment global vision

Superbet has agreed a deal to acquire Belgium’s Napoleon Sports & Casino, in a deal which the gaming and betting business says is intended to augment its recent growth and global ambitions.

The group praises the acquisition as offering a “compelling strategic and financial rationale,” which will enable Superbet to diversify its CEE focus and accelerate online business development.

“We are very excited to be joining Superbet Group on a mission to offer the best sports and gaming entertainment to millions of users,” explained Tim de Borle, Napoleon Sports & Casino CEO

“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. 

“At Napoleon, we look forward to embarking on this next chapter of thrilling projects and international experience. Finally, I’d like to express our gratitude to Waterland for their support in the past six years.”

Prior to Napoleon Sports & Casino, Superbet purchased a 60 per cent stake in online casino operator Lucky7 to expand its reach in the online gaming segment. The firm’s global vision also attracted a €175m minority investment from Blackstone Group in 2019.

“Napoleon’s core market and brand positioning in Belgium represents the ideal acquisition opportunity to deliver on our global expansion plan,” stated Johnny Hartnett, Superbet Group CEO.

“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.”

For the past six years Napoleon Sports & Casino has been owned by Waterland Private Equity Investments, a pan-European investment fund.

Cedric Van Cauwenberghe, Waterland’s managing partner, said of the divestment: “The fruitful collaboration with the Napoleon team has allowed Napoleon to expand its position online, unlocking a growth trajectory that resulted in market leadership in Belgium today. 

“The sector of online sports entertainment is evolving at a very rapid pace, and we see a lot of new opportunities emerge, both in terms of product development as well as data, tech, and multi-channel systems. 

“As part of the like-minded Superbet Group, Napoleon Sports & Casino is now ideally placed to keep growing. I am convinced that Napoleon will continue to thrive within the Superbet group, and that the partnership with Superbet will result in a wealth of opportunities for both organisations.”