Manchester City signs partnership agreement with Sportium

Dina Ahmad, VP of Global Sales at City Football Group, said: "We are pleased to welcome Sportium today as Manchester City's new regional partner.

“The new partnership not only allows us to build on our growth and reach new audiences in Latin America but also to bring them closer to the club through unique content and experiences. We look forward to working with Sportium to achieve it."

Alberto Eljarrat, CEO of Sportium, added: "Our brand has always been linked to the best competitions and the main sports clubs. But this collaboration with Manchester City represents a new step forward for Sportium on our way to internationalisation.

“We feel that we share great values ​​with the club, such as effort, integrity and teamwork, and we intend to bring these values ​​to those Latin regions where we are present through a unique offer of omnichannel entertainment."

The partnership marks Sportium’s first with a Premier League club.

The UAE-backed Premier League side has been busy signing new betting sponsorship deals of late, as it also recently announced it had agreed a betting partnership with LeoVegas, which became the club’s official partner in Europe and Canada.

Meanwhile, Manchester City also recently entered a licence agreement with Highlight Games, which now has the rights to the club’s archival footage from domestic and league cup matches.

Highlight Co-CEO Steven Holmes said: “I’m delighted to announce this licensing agreement with one of the most prestigious football clubs in the Premier League."