SBC News Voice of the Sports Betting Industry
SportyBet has renewed its partnership with Michael Essien as its Brand Ambassador in Africa.
The collaboration will see the Ghanaian football legend actively engaging with the gambling company in a range of online and in-ground activations, aiming to reinforce his role as the brand’s prominent representative across the continent.
Elías Gallego, VP of Business Development, Marketing and Media at SportyBet, said: “We are thrilled to continue our journey alongside Michael Essien as our Brand Ambassador.
“His commitment to excellence on and off the field, showcased in his storied career with Chelsea, Real Madrid, AC Milan and the Ghanaian national team, aligns perfectly with SportyBet’s values.”
The operator launched in Brazil in March this year. In the same month, it made further moves in football with a regional partnership with Manchester City FC.
“We look forward to collaborating closely on various activations that will undoubtedly elevate the betting experience for our users.”
The operator has detailed that the extension of this partnership with Essien – who left his mark on renowned clubs such as Chelsea, Real Madrid and AC Milan – ‘underscores dedication to connecting with its audience through the shared passion for sports and entertainment’.
“As an avid believer in the power of football to unite and inspire, I am thrilled to renew my partnership with SportyBet,” added Essien.
“The enthusiasm and dedication that SportyBet brings to the world of sports and gaming resonate deeply with me. I look forward to continuing this journey, working closely with the SportyBet team to create memorable experiences for fans and users across Africa.”
The news comes not long after the announcement that Éder Militão joined the group as a global Brand Ambassador as part of the company’s strategy to expand its operations beyond the African continent.
It also follows SportyBet’s recent partnership with Sportradar and WSC Sports for the Live Channel Promotion solution.
