Last season’s Ligue 1 winners and Champions League runners-up Paris Saint-Germain (PSG) have announced a partnership with 22Bet.
The deal will see the operator become the French champions’ first African sports betting partner.
Lasting for two years, the partnership was made possible by Switzerland-headquartered sports content and data company Sportradar.
22Bet will now receive exposure for PSG matches broadcasted in countries across the African continent.
The 22Bet logo will be featured on LED advertising boards around the pitch at the Parc des Princes, as well as in other areas around the stadium.
The ad hoardings have been designed using geolocation and digital overlay technologies to cater for audiences watching games on TV.
PSG Sponsorship Director Marc Armstrong said: “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.”
Meanwhile, 22Bet Africa Director Olatunji Idowu’s thoughts were: “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.”
Brokered by Sportradar
Sportradar brokered PSG’s partnership with 22Bet through is ad:s division. This part of the company provides sportsbooks with marketing solutions via sponsorship, digital and programmatic services.
Sportradar Director of Global Sponsorship 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.”
PSG’s season is underway
PSG are looking to win their eighth league title in nine seasons, having finished top of the pile in the shortened 2019/2020 campaign. On top of this, they will also be seeking to go one step further in the Champions League – having lost 1-0 against Bayern Munich in last season’s final.
Thomas Tuchel’s side are currently eighth in Ligue 1, having won two and lost two of their opening four games.
Earlier in 2020, PSG signed another betting partnership with Unibet.