SportyBet pens new LaLiga partnership in Africa

SportyBet has signed a deal with Spain’s LaLiga to serve as the football league’s official betting partner in Africa.

The multi-year partnership will start with a launch event featuring several LaLiga ambassadors, including Frédéric Kanouté, David Villa, Luis Figo, Samuel Eto’o, Carles Puyol and Iker Casillas, among others.

As part of the deal, SportyBet will gain prominent exposure during LaLiga broadcasts, with advertising billboards and cam carpets displaying the SportyBet logo.

SportyBet will get exclusive access to LaLiga content, giving fans more immersive ways to experience the league through its platform and social media channels.

The operator will also offer LaLiga fans experiences such as VIP stadium tours, attendance at player warm-up sessions, and photo opportunities with their football idols.

“This partnership represents a powerful alignment between SportyBet’s leadership in the African market and LaLiga’s immense potential to grow its footprint across the continent,” said Elías Gallego, vice president of media, marketing and business development at SportyBet.

“By leveraging our deep understanding of the African audience, we’re confident that together we can elevate the fan experience, fuel the passion for football, and drive unprecedented growth for LaLiga and SportyBet in this vibrant region.”

Jorge de la Vega, executive general manager of LaLiga, added: “Partnering with SportyBet is an exciting milestone for LaLiga as we continue to expand our global footprint, particularly in Africa.

“This collaboration not only brings LaLiga closer to millions of passionate football fans across the continent but also underscores our commitment to delivering world-class football experiences to diverse audiences.”