AC Milan, a Serie A club, has chosen Premier Bet, an iGaming business, as its official betting partner in Africa.
The agreement, which both parties describe as a “new and exciting partnership,” would allow the Italian giants to increase their footprint in Africa, which already has a sizable Rossoneri fanbase.
Supporters will be able to compete for thrilling prizes, exclusive content, and once-in-a-lifetime experiences as a result of the deal.
Christopher Coyne, CEO of GOAT Interactive, said: “AC Milan are footballing aristocracy. Their success, both at a domestic and international level, over a long period of time, is quite phenomenal whilst their way of playing the game has always been an inspiration.
“As Premier Bet looks to strengthen its position across key markets as well as enter new ones, we want this partnership with AC Milan to help us create brand fame and cut-through, as well as providing their millions of Africa-based fans with new and exciting ways to experience Premier Bet. We’re very excited!”
Premier Bet’s mission to become Africa’s number one online operator will be bolstered by this agreement, with the brand now operating in 16 African territories and plans to expand further.
Multimedia, multi-market advertising campaign
To coincide with the start of the 2021/22 season, the new partnership will launch a new multimedia, multi-market advertising campaign.
Casper Stylsvig, AC Milan Chief Revenue Officer said: “We are delighted to welcome Premier Bet to our family of partners.
“Working with this fantastic brand will give us the opportunity to enhance our presence in a key market, such as the African continent.
“We are aware of AC Milan’s popularity in the region, which has been built over the years also thanks to some fantastic African players that have played for the Club and can’t wait to do more in the region to connect our brand to its African fanbase.”