Online gaming company Betsafe has entered into a new partnership with English Premier League football club Manchester City.
Under the deal, the terms of which were not disclosed, Betsafe will become a partner of both the club’s men’s and women’s teams.
Betsafe said it intends to use the partnership to secure its position in the UK and other key markets around the world.
The partnership will feature a number of in-stadia initiatives at the club’s Etihad stadium home ground, such as Betsafe-branded betting kiosks, LED advertising on various surfaces and various fan activations.
Betsafe will also become City’s official betting partner and benefit from a presence on the club’s official website.
“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,” Betsafe’s global brand manager, Martina Brynielsson, said.
Omar Berrada, commercial director of City Football Marketing, which oversees the club’s commercial partnerships, added: “Betsafe is one of the most innovative gaming companies in the industry and our shared commitment to ensuring fans have an exciting match day experience makes them an ideal partner for the club.”