SBC News Voice of the Sports Betting Industry
BtoBet has signed its first African agreement since last summer, extending its existing partnership with PremierBet in a ‘multi-year’ arrangement.
The Aspire Global sportsbook brand will continue to provide its platform and tools to PremierBet under the terms of the renewed partnership.
BtoBet has been a partner of the online bookmaker since 2017, having supported launches for the firm across Africa. Looking ahead, the company seeks to create an ‘engaging betting experience’ for PremierBet players.
A PremierBet spokesman said: “We are pleased to continue our journey with BtoBet, a partnership that has brought huge success for our brand as we seek to reinforce our position in Africa.
“Through this partnership we are able to tap into BtoBet’s cutting-edge technology and product which will empower us as a market-leading brand.
“This agreement is an important building block in our long-term strategy to deliver an optimal player experience, and we are excited to continue to work closely with BtoBet to evolve the partnership.” 
Since opening its first retail sportsbook in Kenya’s capital city, Nairobi, back in 2016, PremierBet has secured market entry to a further 23 African jurisdictions since 2017, with support from BtoBet.
The renewal of the brand’s partnership with BtoBet marks the B2B supplier’s first partnership in Africa since August 2022, when it partnered with Mozambique’s SOJOGO.
On a global scale, BtoBet has also expanded its operations in Latin America over the past year, whilst also continuing to maintain a foothold in Europe.
The supplier has contributed positively to the trading results of both Aspire Global and NeoGames – the new parent company of both since acquiring the firms last year.
Dima Reiderman, Managing Director at BtoBet, said: “We are proud to have cemented this partnership extension, and that BtoBet will keep on supporting PremierBet as they further expand their presence and strengthen their position as the leading operator in Africa.
“BtoBet is a partner which is trusted to provide cutting-edge and flexible sportsbook technology that will unlock brands’ potential, and it is with great pleasure to have this recognised by such a leader as PremierBet.”
