Manchester City FC, an English soccer club that competes in the Premier League, has unveiled a new regional partnership agreement with SportyBet, a sports betting operator that offers fast gaming experiences. Under the new deal, the gambling company will be designated as Manchester City’s official betting partner in Africa.
In addition, the two parties will work together on various collaborative activations. They will produce co-branded content and will create unique experiences for sports aficionados and Manchester City fans in Africa.
SportyBet is a sports betting brand owned by Sporty Group. The latter is a pan-African market leader that has a presence in several notable African markets. The company’s betting products are available in Nigeria, Ghana, Kenya, Zambia, Tanzania, and Uganda.
Many consider SportyBet to be the most innovative sportsbook in Africa because of its mobile-first approach and world-class products. The operator always prioritizes speed and performance to ensure its users are getting the sports betting experiences they want.
African Sports Fans Love the Team
Sporty Group’s brand director, Oluchi Enuha, commented on the new agreement. He said that his company is “absolutely delighted” to team up with the famous Premier League team, adding it to SportyBet’s list of partners.
Enuha praised Manchester City for always giving it their best when competing and being one of the most exciting soccer clubs in Europe. The brand director Manchester City’s “exciting brand of soccer” and the dynamic players it fields.
We believe this is just the beginning of a uniquely innovative collaboration which we believe will elevate both brands in Africa.
Oluchi Enuha, brand director, Sporty Group
Kaitlyn Beale, Manchester City’s vice president of global partnership sales, also commented on the matter, welcoming SportyBet as the new regional partner of the team. She noted that many African sports enthusiasts now follow the club and its matches, which is why Manchester City is excited to provide local fans with unique fan-oriented activations.
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.
Kaitlyn Beale, VP of global partnership sales, Manchester City
Manchester City’s new partnership is exciting news for the team. However, it comes as Britain is eyeing a ban on gambling sponsorships in the Premier League. While this measure is yet to become a reality, it is sure to shake up British soccer. Ahead of the publishing of the long-overdue white paper, the EPL teams proposed removing gambling sponsorships from the front of their shirts.