22Bet Is First African Betting Partner of Paris Saint-Germain

  • The two-year deal was brokered by Sportradar
  • 22Bet can use PSG’s logos and have geo-localized ads in-stadium at Parc des Princes
  • The betting operator will offer meet and greets and other experiences
  • Arsenal and Juventus are other major soccer clubs to recently sign betting partnership deals
Paris Saint-Germain logo
Paris Saint-Germain has signed a deal to make 22Bet its first official African betting partner. [Image: Shutterstock.com]

22Bet on board with top club

22Bet has become the first official African betting partner of leading soccer club Paris Saint-Germain (PSG). 

The two-year partnership deal, facilitated by Sportradar, will see 22Bet get brand exposure during the 2020-2021 and 2021-2022 seasons, as well as be able to use PSG logos and marks as part of its advertising efforts.

22Bet will also utilize the Digital Overlay technology that is in place at PSG’s Parc des Princes stadium. The system places geo-localized ads on LED screens all around the stadium, with messages altered depending on where the audience for the given broadcaster is based. 

VIP seat giveaways for some PSG home games

There will be “club legend meet-and-greet” sessions offered by 22Bet, as well as VIP seat giveaways for some PSG home games. There will be other unique experiences for employees and clients of 22Bet, with the club promoting any of the operator’s special offers. 

A fast-growing market

Speaking about the news was PSG’s chief partnerships officer, Marc Armstrong. He said: “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.”

22Bet Africa director Olatunji Idowu echoed these sentiments, saying that 22Bet is delighted to partner with one of the most sought-after sporting brands in the globe, with the betting operator able to leverage the fast-growing presence of the club to gain more customers across Africa. 

The betting market in Africa is rapidly expanding and many operators are looking to expand into the region. It is also an untapped market for soccer clubs. Most recently, the official football league in Spain, LaLiga Santander, announced that it is partnering with M-Bet, a sports betting operator based in Tanzania.

Teams embracing betting sponsors

In recent years, betting company sponsorships of soccer teams have become very popular. While there has been a push by anti-gambling groups to stop these types of partnerships, a number of deals similar to the 22Bet-PSG agreement have been signed over the past couple of weeks. 

Italian champions Juventus recently signed a partnership with the betting and technology company Parimatch. Further details of the agreement will be unveiled through a virtual press conference in October. 

English Premier League team Arsenal FC has signed a deal with the cryptocurrency-based Estonian betting platform Sportsbet.io. The deal will see the betting operator create content for the team’s fan base.