22BET nets two-season sponsorship deal with PSG
TonyBet-powered operator becomes African betting partner of French champions in deal facilitated by Sportradar
Online sports betting operator 22BET has secured a two-season betting partnership with Champions League finalists Paris Saint-Germain (PSG).
The sponsorship deal will focus on promoting the Ligue 1 club in the African market where 22BET boasts a strong regional presence.
The operator – powered by Betsson-owned TonyBet – will benefit from the implementation of Digital Overlay® technology at the club’s Parc des Princes stadium.
The tech – which targets TV audiences by region – geo-localises adverts displayed on LED screens around the pitch by adapting messages to the broadcaster’s audience.
22BET customers can also win prizes as part of the partnership, including club legend meet-and-greet sessions and money-can’t-buy experiences.
Olatunji Idowu, director of 22BET Africa, said: “We are thrilled to announce our partnership with one of the most premium and sought-after sport brands in the world, which combines on-pitch success with innovation off the pitch.
“The fast-growing presence of the club worldwide will help us further promote our brand in the African region.
“Our two organisations are in search of excellence and leadership in their field, so this partnership is a perfect match,” he added.
The high-profile sponsorship agreement was facilitated by Sportradar’s ad:s division which delivers marketing solutions for bookmakers through digital, programmatic and sponsorship services.
Hampus Lofkvist, Sportradar’s director of global sponsorship sales, 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.
“This is a great fit between two ambitious brands who share exciting plans for the future.”