The impact of iGaming sponsorships in modern football has grown a lot over the years. We discuss the topic while revealing the top iGaming sponsors at Manchester City.
Manchester City’s football campaign has been nothing short of iconic over the last decade. The club has bagged numerous domestic titles and finally lifted that Champions League title that remained elusive for years despite exceptional performances that saw the players reach the final twice.
Also, Manchester City is the surge in supporters, with the club’s fanbase now estimated at a whopping 51M+. That’s synonymous with the growth of football’s popularity that, in turn, invites the involvement of corporate sponsors from many sectors, including iGaming. The Premier League has seen numerous partnerships with the latter, especially as sportsbook/casino brands seek to sponsor clubs in exchange for exposure to their massive fanbases. Successful clubs like Manchester City are often ideal partners due to their exceptional global reach and success.
Our article reveals who sponsors Man City in the iGaming space. We also discuss the details of each partnership, including what the deal presents for the parties involved.
Betway
Betway is a major Man City betting sponsor alongside Etihad Airways, Puma, and EA Sports FC, to mention a few. The sponsorship agreement was announced in 2022, with Betway adding Manchester City to its long list of partner teams across different competitions, including the NBA, Premier League, and La Liga.
The staff, management, coaches, and players at City would receive comprehensive guidance on ethical and responsible gambling as Betway basks in increased visibility, with its brand name appearing across Manchester City’s digital platforms and the stadium. In addition, both parties would collaborate in various content and outreach activation opportunities to keep fans and bettors connected.
A collaboration with Manchester City, one of football’s most successful clubs, is especially a huge deal for Betway, as it further elevates the brand’s strong standing in global betting markets. That is both in terms of credibility and popularity.
SportyBet
SportyBet is an established gambling operator in African countries, including Kenya, Nigeria, and Ghana. It is one of the best reviewed online casino and sportsbook brands, with Manchester City announcing it as their official African betting partner in early 2023. The deal would see both parties work together on several awareness-boosting and connection-strengthening fan engagement strategies.
Manchester City's global partnerships sales vice president, Kaitlyn Beale, said the collaboration couldn't have come at a better time as the club's fanbase in Africa grows. She cited the region's notable interest in the club's domestic and international successes, trophy tour visits, and other fan events. Partnering with SportyBet would surely help boost engagement with the region’s passionate and rapidly growing fanbase.
Responding, Eluchi Enuha, SportyBet's brand director, said the brand was excited about collaborating with a club that embodies the type of entertainment they wish to extend to their African clients. Manchester City’s growing influence in Africa is just what they need to get more exposure.
This partnership highlights the increasing importance of African markets for football clubs and betting companies. Africa's young, football-enthused population promises enormous growth potential for both industries.
LeoVegas
Manchester announced LeoVegas as their official Canadian and European betting partner in 2022. In addition to the brand name LeoVegas appearing on various club assets, including the first team's training kit, customers on the betting platform would receive several perks after this deal. These included special game day experiences with behind-the-scenes access, co-branded engagement activities, promotions, and exclusive tournaments.
For iGaming companies like LeoVegas, sponsorship deals with clubs of such stature are a sure way to access a wider audience. New customer sign-ups are the ultimate result, with credit going to the global appeal of top-tier clubs, most of which have more than 50 million supporters worldwide.
The Impact of iGaming Sponsorships on Football
The impact of iGaming sponsorships in the football space has been huge. That’s particularly true for elite clubs competing in big leagues, such as the Premier League.
The partnerships are a crucial revenue source, with the Man City sponsors pouring millions of dollars to be featured on the club's physical and digital assets, including social media, kits, and stadiums.
For a club like Manchester City, partnering with sportsbook and casino brands, including LeoVegas, Betway, and SportyBet, has provided the financial muscle needed to compete at the highest levels. It has also been an opportunity for the club to reach deeper with global audiences, especially in other continents, such as Africa.
iGaming sponsorships are not without controversy, though. Critics have been calling for stricter regulation around gambling advertising in football, arguing that it could aggravate issues related to problem gambling. Football clubs have also faced accusations of breach of financial regulations, with a club like Manchester City recently facing accusations of exaggerating sponsorship revenue.
Other Clubs Embracing iGaming Sponsorships
Manchester City is not the only club that partners with iGaming brands. As you can see in the table below, virtually every other top club does so.
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Club
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Estimated Number of Fans Worldwide
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List of iGaming Partnerships
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Real Madrid
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500M+
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Codere, Real Madrid, SportyBet, Fonbet
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AC Milan
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500M+
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HappyBet, Fonbet, Betsson,
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Everton
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4M+
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Sportpesa, Stake.com
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Manchester United
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83M+
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Betfred, Betfair, HTH
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Final Thoughts
The benefits gained from Man City sponsors are clear. Besides the financial backing, there’s increased exposure, especially in new, virtually uncharted territories like Africa.
As football continues to entertain millions of fans worldwide, collaborations between clubs and iGaming brands will continue to thrive in the future. However, stakeholders will need to address the concerns surrounding gambling promotion, especially among the youth. Top clubs like Manchester City will surely remain top targets for sportsbook and casino partners.
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