PSG Embarks on a New Foray into Africa in 22Bet Deal

Published October 6, 2020 by Lee R

PSG Embarks on a New Foray into Africa in 22Bet Deal

A leading football brand with a huge following in Africa has established a major regional tie.

Heavyweight football club Paris Saint Germain has signed an interesting foray into Africa.

New Agreement

The new agreement elevates 22Bet to the status of PSG's first Official African Betting Partner.

Sportradar Facilitates

Marketing Solutions provider Sportradar facilitated the agreement to enhance brand exposure for 22BET and secure exclusive marketing rights for its users.

Sportradar Leader Speaks

Sportradar Director of Global Sponsorship Hampus Lofkvist called the deal “a significant strategic move to tap into the popularity of PSG in Africa.”

Lofkvist called the deal a true “marquee sponsorship” sponsorship leveraging digital and virtual advertising technology to provide 22BET withe benefit of “exposure and engagement opportunities with fans in some 30 plus countries.”

Congratulating PSG

Lofkvist further lauded PSG:

“We congratulate our client on their official partnership with Paris Saint-Germain. This is a great fit between two ambitious brands who share exciting plans” for expanding across Africa.

The Deal

The agreement calls for 22BET to be the beneficiary of Digital Overlay technology at PSG Home Stadium Parc des Princes, where geo-localised adverts on LED screens around the pitch will adapt messages to specific audience segments.

PSG Leader Speaks

PSG Chief Partnership Officer Marc Armstrong expressed his delight in welcoming “22BET to the Paris Saint-Germain family, as the club’s first ever Official African Betting Partner.”

An ebullient Armstrong did not stop there, calling 22BET “an ideal partner for the club, and together we will be able to reach and further engage with our fast-growing fan base in Africa.”

Long-term Commitment

Armstrong affirmed PSG's long term commitment to Africa, calling the unique appeal of PSG to the African region “the perfect platform for 22BET to grow its brand.”

Enhanced Promotions

Added promotions include 22Bet's offer of a club legend meet-and-greet sessions; VIP seats for home matches; unique employee experience for both organisations, and more.

22Bet Rep Speaks

22BET Africa director Olatunji Idowu said his organisation was thrilled with a leading global sports partnership “which combines on-pitch success with innovation off the pitch.”

Idowu compared his organisation to Paris Saint-Germain, as working hard as a club to innovate to give the best experiences to its fans.”


It looks as if these two organisations are matched in their pursuit of excellence and leadership to make this ambitious paring equally optimistic.

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