SBC News Voice of the Sports Betting Industry
LeoVegas Group has formed an agreement with Manchester City to become the Premier League club’s official betting partner in both Europe and Canada.
The operator is set to appear on the sleeves of the men’s training kit sleeve for the 2022/23 season. LeoVegas branding will also be seen across in-stadia assets at both the Etihad Stadium and Academy Stadium.
Furthermore the partnership has been highlighted as a step forward in LeoVegas’ strategy to reach a wider global audience.
“LeoVegas Group is proud to be entering into this partnership with Manchester City, and excited to be able to offer our customers unique experiences with the club,” said Gustaf Hagman, CEO of LeoVegas Group.
“Manchester City is a colossal in the sport, with the same leading mentality as LeoVegas; this collaboration is an opportunity for LeoVegas to build further brand awareness to support our global growth.”
Additionally, the pair have also underlined that they will create ‘extra excitement’ around the sport through co-branded content with both the men’s and women’s first teams.
Through the partnership, LeoVegas customers will also gain access to ‘unique’ matchday experiences.
Dina Ahmad, Vice President of Global Partnership Sales at City Football Group, said: “Manchester City are pleased to welcome LeoVegas Group as our newest partner. We look forward to working together to bring fans and customers even closer to the club.
“Additionally, we are excited that this new partnership will also help spark further growth across Europe and Canada and allow us to continue reaching audiences around the world.”
