March 29 – Manchester City has signed a new regional partnership with SportyBet who will become the club’s Official Betting Partner in Africa.
As part of the agreement, Manchester City and SportyBet will create co-branded content and unique experiences for customers in the region.
Kaitlyn Beale, Vice President, Global Partnership Sales, said: “Our fanbase within Africa continues to grow, shown by the interest in our fan events and trophy tour visits to Africa in recent years, and we look forward to working with SportyBet to bring fans even closer to the club.”
SportyBet, a Sporty Group brand, holds betting licences throughout Africa including Nigeria, Ghana, Kenya, Zambia, Tanzania, and Uganda.
Sporty Group’s Brand Director, Oluchi Enuha, said: “We are absolutely delighted to add Manchester City to our list of partners. Manchester City has consistently proven to be one of the most exciting teams in Europe. Their exciting brand of football and dynamic players perfectly represent the type of entertainment Sporty Group aspires to bring to their customers in Africa.”
While betting sponsorship in the UK is waiting for regulation that will likely see a reduction in advertising and sponsorship in the football business in the UK, Man City have built a number of partnerships with online bookmakers around the world.
In December 2019 the club extended its partnership with its official betting partner Marathonbet making the online bookmaker the club’s first training kit partner in what is reportedly an eight-figure deal.
Marathonbet branding will be added to the training kits of the club’s men’s and women’s senior teams.
That deal ended but in September 2022, online betting and gaming business LeoVegas Group become a regional partner of Manchester City in Europe and Canada. Designated as the Club’s Official Betting Partner, the LeoVegas logo has been on the men’s first team training kit sleeve for the 2022/23 season, as well as featuring across in-stadia assets at both the Etihad Stadium and Academy Stadium.
Man City’s regional deals include 8XBet as a regional sponsor in Asia – the partnership guarantees LED advertising visibility on match days at City’s Etihad stadium as well as a presence across the club’s digital assets in Asia.
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