The new brand identity of the Bulgarian elite football division was officially unveiled at a press conference at the "Boyana" National Football Center. The top tier will now be named efbet League and will feature a new visual identity thanks to a 2-year general sponsorship deal with the betting company of the same name.

Mr. Atanas Karaivanov, CEO of "Football Pro Media", Mr. Emil Kanev, marketing manager of efbet and Mr. Borislav Popov, General Secretary of the BFU all underlined the importance of the contract and dubbed it as another step in the transformation of the elite football division into an attractive marketing product. "Our ultimate aim is for the funds that we will be providing to be used for the development of sports in the country. We are currently helping lots of teams from the first, second and third tier as well as many amateur teams, therefore this project is a logical step in our corporate philosophy", said Mr. Kanev. 

Mr. Borislav Popov specified that the project will ensure additional funds for the clubs and additional stability of the Bulgarian football pyramid. "I am extremelly happy that we have the chance to do something centralized. With the help of efbet and our colleagues from Nova Broadcasting Group we will try to present a new identity of the product which is will be more marketable than ever", added Mr. Karaivanov.

The media representatives were shown the proper spelling of the league name - "efbet League", as well as the new logo which will replace the First League brand identity.