September 4 – Fast-growing African online betting business SportyBet has agreed a multi-year sponsorship with LaLiga, adding to the Spanish leagues regional betting deals with M88 in Asia and RushBet in South America.
SportyBet, launched in 2018 and posting the fastest growing gross gaming revenue of any region in the world, also has regional partnerships with Real Madrid and Manchester City.
No value was given for the deal.
Jorge de la Vega, executive general manager of LaLiga, added: “Partnering with SportyBet is an exciting milestone for LaLiga as we continue to expand our global footprint, particularly in Africa. This collaboration not only brings LaLiga closer to millions of passionate football fans across the continent but also underscores our commitment to delivering world-class football experiences to diverse audiences.”
SportyBet will have exposure during LaLiga broadcasts via in-stadium advertising billboards and cam carpets, with extra presence at games where Real Madrid, Barcelona and Atletico Madrid are the visiting team.
With SportyBet promising unique “cutting-edge features” and “innovative, first-of-their-kind” betting options, punters will also be given access to LaLiga content and the opportunity to win VIP stadium tours and other interactions with players. SportyBet will also integrate into other promotional activities across Africa.
“This partnership represents a powerful alignment between SportyBet’s leadership in the African market and LaLiga’s immense potential to grow its footprint across the continent,” said Elías Gallego, vice president of media, marketing and business development at SportyBet.
“By leveraging our deep understanding of the African audience, we’re confident that together we can elevate the fan experience, fuel the passion for football, and drive unprecedented growth for LaLiga and SportyBet in this vibrant region.”
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