LaLiga has agreed a landmark multi-year partnership with SportyBet as new official betting partner for African audiences.
The African markets bookmaker will gain advertising and marketing exposure during broadcasts, including billboards and cam carpets featuring its branding. S
SportyBet has been stepping up its activities in football recently, with LaLiga clearly being the firm’s primary marketing target for now. The company recently announced a partnership with Real Madrid, a global sporting powerhouse.
To further connect with LaLiga fans in its target markets, SportyBet plans to produce and distribute content via its platform and social media channels and offer fan experiences like photoshoots and post-match penalty shootouts.
Jorge de la Vega, Executive General Manager of LaLiga, said: “Partnering with SportyBet is an exciting milestone for LaLiga as we continue to expand our global footprint, particularly in Africa.
“This collaboration not only brings LaLiga closer to millions of passionate football fans across the continent but also underscores our commitment to delivering world-class football experiences to diverse audiences.
“Together with SportyBet, we aim to create new opportunities for engagement, inspire the next generation of football enthusiasts, and celebrate the shared love of the beautiful game.”
Spanish football clubs have increasingly engaged with overseas betting operators in recent years, partly due to a ban on direct commercial relationships between the two sectors in the domestic space.
Latin America has been one of the biggest markets for these regional deals, unsurprising given the widespread use of Spanish as a first language. Africa is also becoming an important market.
This scenario will be interesting to observe in other countries, like the UK, where a ban on front-of-shirt betting deals will come into effect in two years, and where SportyBet recently partnered with 2023/24 Premier League champions Manchester City.
Elías Gallego, VP of Media, Marketing, and Business Development at SportyBet, said: “This partnership represents a powerful alignment between SportyBet’s leadership in the African market and LaLiga’s potential to grow its footprint across the continent.
“By leveraging our deep understanding of the African audience, we’re confident that together we can elevate the fan experience, fuel the passion for football, and drive unprecedented growth for LaLiga and SportyBet in this vibrant region.”