PSG signs up 22Bet as first African betting partner

The two-year deal will cover both the 2020-21 and 2021-22 seasons, with 22Bet to serve as the club’s first official African betting partner.

22Bet will benefit from branding placement on digital surfaces inside the team’s Parc des Princes home stadium, including on LED advertising boards around the pitch.

Using Digital Overlay and geolocation technologies, content on these hoardings are adapted for audiences watching the game on television in regions worldwide.

22Bet will also have access to VIP seats inside the stadium, as well as the ability to host events at the venue. In addition, 22Bet will run a series of competitions, offering special prizes to fans and customers.

“We are confident that 22BET will be an ideal partner for the club and that together we will be able to interact even more with our fan base in Africa, which is growing at great speed,” PSG sponsorship director Marc Armstrong said.

22Bet Africa director Olatunji Idowu added: “The high-speed development of the club’s presence around the world will help us strengthen the promotion of our brand in the African region.”

Sportradar facilitated the deal via its ad:s division, which delivers marketing solutions for bookmakers through digital, programmatic and sponsorship services. 

“This is a significant strategic move to tap into the popularity of PSG in Africa,” Sportradar’s director of global sponsorship sales Hampus Lofkvist said.

“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.”