LaLiga has announced a partnership with SportyBet, with the sports betting platform becoming the Official Betting Partner of the division across Africa.
This deal will be marked with a launch event in Africa featuring a surprise LaLiga ambassador, supposedly known as a football legend worldwide, while it will see “first-of-their-kind betting options,” for fans.
Brand exposure is also a big element of this collaboration, with SportyBet gaining exposure during LaLiga broadcasts, such as through advertising billboards and cam carpets, while there will be particular exposure when Real Madrid, Barcelona and Atlético Madrid are the visiting team.
Further to this, the sports betting brand will provide exclusive access to LaLiga content, offer fans experiences such as VIP stadium tours, watching player warm-ups, etc. and will see it work with LaLiga on promotional activities across Africa.
VP of Media, Marketing, and Business Development SportyBet Elías Gallego said: "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.
“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."
LaLiga Executive General Manager Jorge de la Vega 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.
“Together with SportyBet, we aim to create new opportunities for engagement, inspire the next generation of football enthusiasts, and celebrate the shared love of the beautiful game."
Previously, SportyBet has also partnered with Manchester City, becoming the Premier League side’s Official Betting Partner in Africa last year.
