SBC News Voice of the Sports Betting Industry
Manchester City has launched a regional partnership with SportyBet which sees the operator become the club’s official betting partner in Africa.
The Sporty Group-owned brand has licensed operations throughout the continent including Nigeria, Ghana, Kenya, Zambia, Tanzania and Uganda.
Sporty Group’s Brand Director, Oluchi Enuha, commented: “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.
“We believe this is just the beginning of a uniquely innovative collaboration which we believe will elevate both brands in Africa.”
The pair will collaborate to create co-branded content and ‘unique experiences’ for customers in the region.
Kaitlyn Beale, Vice President of Global Partnership Sales at Manchester City, said: “We are pleased to welcome SportyBet as a new regional partner of Manchester City today.
“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.”
Delving into further regions, towards the end of last year, gambling brand Sportium became Manchester City’s sports betting partner in a regional agreement focused on Latin American markets.
As the official Latin American betting partner of the side, the Spanish company now receives digital and in-stadia branded assets at the Etihad Stadium, whilst co-branded content is also produced for its customers.
