Manchester City Signs Sportium as Its First Latin America Betting Partner

  • Sportium is a Spanish-based gambling operator
  • Manchester City has never had a Latin America betting partner
  • The Premier League has a massive platform worldwide
  • Man City’s ownership already controls a Uruguayan team
Manchester City fans
Manchester City has agreed to a regional betting partnership with Sportium, making it the club’s first betting partner in Latin America. [Image:]

Growing the team profile

English Premier League soccer giants Manchester City have secured a regional partnership with Sportium, the club’s new Latin America betting partner.

“The new partnership not only allows us to build on our growth and reach new audiences in Latin America but also to bring them closer to the club through unique content and experiences,” said Dina Ahmad, VP of Global Sales at City Football Group. “We look forward to working with Sportium to achieve it.”

adds to the team’s impressive array of partnerships

The deal adds to the team’s impressive array of partnerships and contributes to a fast-growing South American market. Sportium will present digital content through City’s message boards at the Etihad Stadium, and the two will co-create promotional content.

A step forward

Sportium is a highly popular Spanish betting platform with a long list of achievements and experience. It partnered with the Spanish LaLiga for seven seasons and worked with many high-level ambassadors, such as legendary goalkeeper Iker Casillas. Now it is serving as Man City’s first-ever Latin America sponsor.

Alberto Eljarrat, CEO of Sportium, said that the partnership will help his company develop even further.

represents a new step forward for Sportium on our way to internationalization”

“Our brand has always been linked to the best competitions and the main sports clubs. But this collaboration with Manchester City represents a new step forward for Sportium on our way to internationalization,” said Ejarrat. “We feel that we share great values ​​with the club, such as effort, integrity and teamwork, and we intend to bring these values ​​to those Latin regions where we are present through a unique offer of omnichannel entertainment.”

The new partnership is also Sportium’s first with a Premier League club, which was assuredly a major factor. The Premier League is set to earn £5.05bn ($5.71bn) in overseas broadcasting rights from 2022-2025, even more than the revenue from its domestic rights (£5bn/$5.65bn). That type of visibility ensures that Sportium is aligned with one of the most in-demand products worldwide.

Manchester City grows in South America

Despite being based in England, Manchester City owner City Football Group (CFG) has established a network of satellite clubs around the globe. The goal has been to create a pipeline to “feed” the first team with talent and ensure that the organization has eyes everywhere.

already familiar with the South American scene

CFG’s 11-team network includes Uruguayan side Montevideo City Torque, meaning it is already familiar with the South American scene. They also employed several legendary South American players such as Argentinians Sergio Aguero and Carlos Tevez and Brazilian Fernandinho.

Man City has signed several betting partners lately, including LeoVegas and Highlight Games.

Meanwhile, the team is enjoying a fruitful start to its year of action. The defending league champions occupy the second spot in the league table and their new striker, 22-year-old Erling Haaland, has been given a 71% chance to break the single-season scoring record after already scoring 14 goals in eight games.

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