LeoVegas scores betting partnership with Manchester City
Malta-headquartered operator hails kit and stadia-based exclusive deal with Premier League champions
LeoVegas has agreed a sports betting partnership with Premier League champions Manchester City as the firm becomes the official betting partner in Europe and Canada.
Under the terms of the deal, the Citizens training kit will carry the LeoVegas brand throughout the 2022/23 season, with the logo being visible at the club’s 55,000-seat Etihad Stadium and Manchester City’s Academy Stadium training facility.
The partnership will also see LeoVegas and City collaborate on giving the club’s fans unique experiences geared around Premier League matches.
“The partnership is in line with the group’s ambition to offer the best gaming experience and also enables LeoVegas to reach out more widely to a global audience,” LeoVegas said in a statement confirming the deal.
LeoVegas CEO Gustaf Hagman highlighted the opportunities arising from the sports betting partnership.
“We are proud to enter into the partnership with Manchester City and look forward to offering our customers unique experiences with the club.
“Manchester City are a heavyweight in the sport and have the same leadership mentality as LeoVegas. The collaboration is an opportunity for us to further increase brand awareness and continue our global growth,” he added.
Manchester City currently sit second in the Premier League table behind surprise early leaders Arsenal, with record signing Erling Haaland currently leading the Premier League scoring charts with 10 goals.
City Football Group VP of global partnership sales Dina Ahmad echoed much of Hagman’s remarks in her assessment of the partnership.
“We look forward to working together to bring fans and customers even closer to the club,” Ahmad explained.
“At the same time, we are also excited that the collaboration will contribute to further growth in Europe and Canada, and it allows us to continue to reach a global audience” she added.
MGM Resorts is set to acquire LeoVegas in a $604m deal after the online casino-centric operator’s shareholders accepted an offer from the Las Vegas-based gaming giant.