Manchester City FC has announced a regional partnership with SportyBet, a sports entertainment and betting platform.
Kaitlyn Beale, VP Global Partnership Sales of Manchester City, said: “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.”
SportyBet is owned by Sporty Group, a sports media company that operates across African countries including Nigeria, Ghana, Kenya and Uganda.
Sporty Group’s Brand Director, Oluchi Enuha, said: “We are absolutely delighted to add Manchester City to our list of partners.
"Manchester City has consistently proven to be one of the most exciting teams in Europe.”
The partnership will see Manchester City and Sportybet collaborate on co-branded content for customers across Africa.
There will also be unique experiences created for users of the SportyBet platform.
Enuha continued: “Its exciting brand of football and dynamic players perfectly represent the type of entertainment Sporty Group aspires to bring to its customers in Africa.
“We believe this is just the beginning of a uniquely innovative collaboration which we believe will elevate both brands in Africa.”
Within the last year, Manchester City has formed a number of new partnerships with the club.
In September 2022, Manchester City made LeoVegas Group its new regional partner for Europe and Canada.
The club later formed a regional partnership with Asian online sportsbook and casino, 8XBet.