Babu88 has agreed a sponsorship deal with Antwerp Anchors for EUT20 Belgium 2026, linking the online gaming and sports betting operator with one of the five franchises in Belgium’s new T20 cricket competition.
The agreement gives Babu88 exposure around Antwerp Anchors during the tournament, which began on 6 June and is scheduled to run through 14 June.
EUT20 Belgium is administered by the Belgian Cricket Federation and has been positioned as a professional franchise competition for the domestic and wider European cricket market.
The tournament features Antwerp Anchors, Akcel United Brussels, Ghent Gladiators, JB Bruges and Liège Red Lions.
Antwerp Anchors describes itself as a professional T20 franchise representing Antwerp, with its squad including international and associate-level players.
For Babu88, the sponsorship extends its cricket-focused marketing beyond South Asia. The operator’s own site presents the brand as a Bangladesh-facing betting and online casino platform with cricket betting among its central products.
The deal also lands in a sensitive regulatory environment. Belgium has tightened rules on gambling advertising, with sports sponsorship still permitted for professional sports associations until 31 December 2027 only through limited brand or logo display on sports clothing.
Stadium advertising, banners and other venue-based promotions for gaming companies are no longer allowed.
Those restrictions make the structure and visibility of betting sponsorships increasingly important for rights holders and operators. Belgian rules also treat the display of a brand name or logo as advertising, meaning gambling-linked partnerships are subject to close compliance scrutiny.
Babu88 has previously appeared in Bangladesh cricket coverage after Shakib Al Hasan was criticised for promoting the brand, with local reporting noting that gambling is illegal under Bangladeshi law and Bangladesh Cricket Board regulations.
The Antwerp Anchors deal therefore sits at the intersection of two trends: betting operators using cricket sponsorship to reach international audiences and European markets narrowing the space available for gambling advertising around sport.
The sponsorship follows wider betting-sector use of sports assets to maintain visibility, including Esportiva Bet’s short-term master sponsorship with Bahia FC in Brazil after the club’s previous shirt deal ended.
Belgian advertising rules can allow limited gambling sponsorship on sports clothing until the end of 2027, but prohibit gaming company promotion inside sports venues
