La Liga latest to hedge its bets
HERMAN GIBBS
As the proliferation of betting sponsorships in football continues unabated worldwide, Spanish giants La Liga have secured a landmark multi-year partnership with SportyBet, a sports betting company.
The partnership ensures that SportyBet becomes La Liga’s official betting partner across Africa. It becomes effective this season, and SportyBet’s betting platform will also deliver world-class football content to fans across the continent.
The PSL recently also joined the fray of football sponsorship from gambling companies after backing from Betway, the online sports betting platform.
For many years, South African football has shied away from being sponsored by gambling companies. As a result, clubs have lost out on much-needed revenue. When the Betway Premiership was launched a few weeks ago, the PSL said clubs lost sponsorship because they did not adhere to guidelines.
SportyBet, which has offices across different continents, intends to launch its operations in South Africa in the next two months. The company already has a strong presence in Nigeria and Ghana.
Many punters see Africa's growing sports betting industry as a source of regular income and a possible path out of poverty. However, there is still a long-standing underlying debate simmering in the global game about the banning of sponsorship by betting companies.
As part of this partnership, SportyBet will gain prominent exposure during La Liga match broadcasts, with advertising billboards and cam carpets displaying the brand around the stadiums. This presence will be especially noticeable during matches where Real Madrid, Barcelona and Atletico Madrid play as the visiting team, marking a major leap forward for the SportyBet brand in world football.
Additionally, SportyBet will provide exclusive access to La Liga content, offering fans more, richer ways to experience the league through its platform and social media channels. With enhanced, dynamic features, users will feel closer to the action than ever before.
SportyBet’s users will have the opportunity to participate in extraordinary, once-in-a-lifetime experiences. These unique opportunities may include VIP stadium tours, watching player warm-ups from the sidelines, taking photos with football idols, or even stepping onto the pitch to take a penalty after a match.
The partnership will also see a collaboration on a range of promotional activities across multiple African territories, further cementing SportyBet’s influence in the region.
The partnership will kick off with an unforgettable launch event in Africa featuring one of La Liga’s most iconic ambassadors, a football legend recognized worldwide. This spectacular event will set the stage for a collaboration that promises to revolutionise the betting landscape for millions of fans on the continent.
Among the most prominent La Liga ambassadors are legends like Malian star Frédéric Kanouté, David Villa, Luis Figo, Samuel Eto’o, Carles Puyol, and Iker Casillas.
Elías Gallego, vice-president of media, marketing and business development at SportyBet said: “This partnership represents a powerful alignment in the African market and La Liga’s immense potential to grow its footprint across the continent.
“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 in this vibrant region.”
Jorge de la Vega, executive general manager of La Liga said: “Partnering with SportyBet is an exciting milestone for La Liga as we continue to expand our global footprint in Africa.
“This collaboration brings La Liga closer to millions of passionate football fans across the continent and underscores our commitment to delivering world-class football experiences to diverse audiences.”