SportyBet Partners with Manchester City for Regional Growth in Africa

On March 28, 2023, SportyBet, a brand under the Sporty Group, announced a regional partnership with Manchester City, naming SportyBet the official betting partner of the club across Africa. The agreement aimed to enhance fan engagement through innovative co-branded content and exclusive betting experiences tailored for African football enthusiasts.

Key Elements of the Partnership

This collaboration focused on integrating SportyBet’s platform with Manchester City’s brand, offering fans unique opportunities such as:

• Co-branded content: Exclusive digital campaigns and marketing initiatives to connect with fans across the continent.
• Exclusive experiences: Specialized betting options and fan promotions designed to enhance the matchday experience for African audiences.

SportyBet operates across several African markets, including Nigeria, Ghana, Kenya, and Uganda, using its established presence to amplify the Manchester City brand across the region.

The End of the Collaboration

The partnership ran throughout the 2023/24 Premier League season, marking a significant milestone for both parties in expanding their presence in Africa’s rapidly growing sports betting market. The agreement concluded at the end of the season, leaving a legacy of innovative marketing activations and stronger ties between Manchester City and its African fan base.

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