In October 2020, 22Bet signed a lucrative deal to become the first online gambling operator to become the official partner of PSG. The French side regularly competes in the Champions League and although the Ligue 1 outfit currently boasts a worldwide appeal, they are hoping that this partnership will improve their interaction with the club’s ever-increasing African fan base.
The agreement has mutual benefits for both parties and includes the implementation of Digital Overlay technology at the Parc des Princes which will target viewers in Africa. Regular meet-and-greet sessions with club legends and the chance to take advantage of VIP match-day seats in the French capital are also other pre-agreed benefits.
Although PSG already has various European partners, the brokering of this deal was seismic. It displayed the club’s unwavering commitment to the African market and although Nigeria, Ghana, and Kenya tend to dominate the betting and casino landscape, there are many other African nations who are now able to sign up to 22Bet and enjoy all of the benefits. As detailed in the 22Bet Casino review, the fact that their online site has been adapted to play on mobile devices has helped this online gambling site become extremely popular with young African sports fans and gamers.
Olatunji Idowu, director of 22Bet Africa has spoken about the companies ambitions and he admits that countries such as the Democratic Republic of Congo, Senegal, and Burundi are amongst the nations with potential. They hold a number of African licenses and will be looking to expand further in the next five years.
Since launching their online casino in 2017, 22Bet has worked hard to build and develop a trustworthy brand, and has already established a solid customer base across Europe, they understandably want to continue their foray into the African market.
Further sponsorship deals look likely, however, their possibilities may be limited. With very little interest in domestic African football, the majority of sports fans tend to follow global competitions such as the Premier League and the Champions League. With the International game unlikely to welcome gambling partnerships, it appears as though teaming up with yet another top-flight club may be the best way to go.
22Bet has already found that the African market is a potentially lucrative one, and they look set to invest further in this region going forward.
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