African operator 22BET has entered into a new Paris Saint-Germain sponsorship deal, which will see the betting business becoming the first official African betting partner of the club.
The deal, mediated by the ad: s division of Sportradar, which offers marketing strategies to bookmakers through digital, programmatic and sponsorship services, will offer increased brand awareness for 22BET as well as exclusive marketing rights for its users.
The Director of Sportradar, Global Sponsorship Sales, Hampus Lofkvist said: “This is a significant strategic move to tap into the popularity of PSG in Africa. Through one marquee partnership, the use of digital and virtual advertising technology, 22BET will benefit from exposure and engagement opportunities with fans in some 30 plus countries.
“We congratulate our client on their official partnership with Paris Saint-Germain. This is a great fit between two ambitious brands who share exciting plans for the future. We look forward to supporting 22BET leverage this opportunity and achieve growth throughout a continent that has a deep passion for football.”
Under the terms of the deal, 22BET will benefit from the introduction of the Parc des Princes Digital Overlay technology – which uses geo-localised advertising on LED screens around the pitch by tailoring messages to the broadcaster’s audiences.
Paris Saint-Germain Chief Partnerships Officer Marc Armstrong said: “We are delighted to welcome 22BET to the Paris Saint-Germain family, as the club’s first ever Official African Betting Partner.
“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. The partnership is a testament to the club’s long-term commitment to Africa.”
In addition, 22BET will deliver both ‘club legend meet-and-greet session’ and home matching VIP seats. This will be complemented by exclusive opportunities for 22BET members and staff, as well as branding across the channels of the club to advertise the operator’s special offers.
The Director of 22BET Africa, Olatunji Idowu, concluded: “We are thrilled to announce our partnership with one of the most premium and sought-after sport 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. Our two organizations are in search of excellence and leadership in their field. So this partnership is a perfect match.”
22BET becomes Paris Saint-Germain’s official online betting partner in Africa.
— Paris Saint-Germain (@PSG_English) September 21, 2020