Addison Global seals Manchester United partnership ahead of global MoPlay launch
Gibraltar-based operator inks multi-year deal with the “biggest sports club in the world”
Addison Global’s betting and gaming brand, MoPlay, has secured a multi-year global partnership with Premier League giant Manchester United.
The partnership will coincide with the full launch of MoPlay’s dot.com site and betting app, with a global offering set to go live later this week after the soft-launch of MoPlay.co.uk in June.
MoPlay is the first brand launched by the Gibraltar-based business since it was established last year, pledging to offer a “bold, modern design tailored for a new generation of tech savvy sports fans”.
Addison Global is targeting global markets as supported by the new MoPlay app logo, which is emblazoned with Chinese lettering that translates to “millennial city”, an aspirational slogan selected by the operator’s branding team to appeal to tech-savvy mobile bettors.
The partnership with Manchester United will produce exclusive and collaborative fan content as well as co-branded marketing campaigns around the world.
Addison Global CEO Juergen Reutter said: “We are immensely proud to partner with what we regard as the biggest sports club in the world.
“Engaging in such a high-profile partnership so soon after our inception truly puts our exciting new brand on the map.
“As we embark on the first steps of our journey, it is our ambition to create the kind of successful dynasty Manchester United is renowned for.
“We look forward to working closely with the club’s vast array of talent – from all areas of the organisation, on and off the pitch – in order to reward the passion of the fans and deliver them an enhanced betting experience across the globe,” he added.
Manchester United previously had a betting partnership with Brighton-based operator Marathonbet.
The club’s group managing director, Richard Arnold, said: “MoPlay are an innovative and dynamic company looking to further enhance our fans’ matchday experience.
“Our partnership will utilise the club’s global appeal to bring supporters close to the club, offering unique access to exclusive club content within an entertaining and secure betting environment.”