LeoVegas starts regional partnership with Manchester City

9 Sep 2022

LeoVegas Group, the renowned igaming operator, disclosed on Thursday that English Premier League giants Manchester City is the subject of a new partnership. LeoVegas will represent the team as its official betting partner throughout Europe and Canada as part of this agreement. For the 2022–23 season, LeoVegas branding will be visible on the training kit sleeve of the men's first team, as well as, on various in-stadium items at both the club's Etihad Stadium and Academy Stadium. Customers of LeoVegas will also have the opportunity to win matchday experiences at Etihad Stadium.

LeoVegas Group CEO Gustaf Hagman expressed his excitement about being able to provide players with exclusive club experiences. With the leadership mentality of LeoVegas and the stature of Manchester City in the sporting world, their partnership offers LeoVegas the chance to increase brand recognition in support of their international expansion. Moreover, Dina Ahmad, vice president of global partnership sales for City Football Group, stated that they are eager to collaborate in order to bring supporters and customers closer to the team. They are also optimistic that this new agreement will enable them to keep addressing audiences throughout the globe and will assist to ignite additional growth in Canada and Europe.

The deal was reached as uncertainty over the league's future igaming agreements persists, and in recent months, the idea of banning shirt sponsorships has been raised. When Premier League shareholders convened earlier this year to discuss strategies and self-regulation, one of the alternatives put out was for clubs to deliberately opt out of betting shirt sponsorship. A formal announcement of the outcome has not yet been made.

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LeoVegas Sport is slightly new in the sportsbook industry, but they already knew that they had to follow the steps of their successful casino heritage. They mainly target the Nordic market, but I would like to see them broaden their reach even more. The bookie's impressive improvement is shown through the doubling of its depositors within a 12month time frame, reaching 200.000 active customers. The odds, especially in Premier League, can be compared to Bet365's and as it was expected, the mobile services are their powerhouse, while Kambi's presence as the creator of the platform guarantees stability. LeoVegas will have to add more payment methods to be more flexible and speed up the slow withdrawal process. Although they have to work more on the live betting part, they are a book that's definitely a keeper.

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