French Ligue 1 side Paris Saint-Germain have signed a two-year partnership deal with 22BET, the club confirmed on Monday.
22BET, which is one of the online betting leaders in Africa, will benefit from one of the world’s biggest sports club’s ever-increasing popularity in Africa, as well as securing exclusive marketing rights for its users.
PSG’s Chief Partnerships Officer Marc Armstrong said the new partnership is a testament to the club’s long-term commitment to Africa.
“We are delighted to welcome 22BET to the Paris Saint-Germain family, as the club's first-ever Official African Betting Partner.
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“We believe that 22BET will be an ideal partner for the club, and together we will be able to reach and further engage with our fast-growing fan base in Africa.
“The unique appeal of the Paris Saint-Germain in the region makes it the perfect platform for 22BET to grow its brand,” said Mr Armstrong.
The gaming site will benefit from the implementation of Digital Overlay® technology at the Parc des Princes (PSG’s stadium), which targets TV audiences by region throughout the world.
This innovative system - a first in France - geo-localises adverts displayed on LED screens around the field by adapting messages to the broadcaster's audience.
22BET will further benefit from a club legend meet-and-greet session as well as benefitting from VIP seats for home matches at the stadium with a seating capacity of 47,929 spectators.
The brand will also organise private events at the Parc des Princes and provide money-can’t-buy experiences for their clients and employees, as well as specific digital posts on the club’s platforms to promote special offers from the fast-growing online gaming site.
Director of 22BET Africa, Olatunji Idowu, said the ‘partnership is a perfect match’ as the two organisations are in search of excellence and leadership in their field.
“We are thrilled to announce our partnership with one of the most premium and sought-after sports brands in the world, which combines on-pitch success with innovation off the pitch.
“The fast-growing presence of the club worldwide will help us further promote our brand in the African region.
“Like Paris Saint-Germain who works hard as a club to innovate to give the best experiences to its fans, we are providing the best gaming experience to our users,” said Mr Idowu.
PSG’’s star forward Kylian Mbappe impressed on his return to action as he helped the 2019/20 Champions League finalists to a 3-0 away Ligue 1 win over Nice on Sunday.
Mbappe was making his first club appearance of the new season after testing positive for Covid-19 while on international duty with France.
The youngster scored a penalty that he won himself and then saw his saved shot converted by teammate Angel Di Maria on the rebound as two PSG goals towards the end of the first half proved pivotal.
PSG look to make it three straight wins when they are away to Reims in Ligue 1 coming Sunday, the same day as Nice travel to Bordeaux.