Betsafe, the iGaming brand acquired by Betsson in 2011, has been unveiled as the official betting partner of Barclays Premier League side Manchester City FC.

The brand becomes the official partner of both the men’s and women’s teams across all core regions, marking Betsafe's first major football partnership, as part of its bid to secure a position as a leading betting operator in markets such as the UK.

“This is our first sizeable foray into partnerships in the UK and we're over the blue moon to be working with Manchester City FC - we couldn’t start with a better partner,” Betsafe global brand manager Martina Brynielsson said. “Manchester City is a powerhouse around the world, a leader in its industry and perfectly embodies our brand’s 'in it to win it' mentality.

“With one of the largest fan bases and average attendances in the country, this exciting partnership provides Betsafe with the perfect platform to engage football fans with our unique offering.”

Omar Berrada, commercial director of the club’s licensing arm City Football Marketing described Betsafe as “one of the most innovative gaming companies in the industry,” adding that the shared commitment to ensuring fans having an exciting matchday experience makes it an ideal partner for Man City.

“We look forward to working with Betsafe to provide fans with even more unforgettable football experiences with both our Men’s and Women’s teams.”

Through the partnership, the pair will launch in-stadia initiatives such as Betsafe-branded betting kiosks and feature the operator on LED advertising, as well as giving fans access to behind the scenes footage. Betsafe will also gain a presence on the team’s online portals, as part of an effort to continuously enhance and improve the partnership.

The club previously had a betting partnership with Paddy Power which covered the UK, Ireland and Italy markets.

 

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