LeoVegas strikes sponsorship deal with Premier League champions Manchester City

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LeoVegas has signed a partnership contract with Manchester City that will see the operator become the Premier League club’s official betting partner in Europe and Canada.

The LeoVegas logo will appear on the men’s first team training kit sleeve for the 2022/23 season, as well as featuring across in-stadia assets at both the Etihad Stadium and Academy Stadium.

Gustaf Hagman, CEO of LeoVegas Group, commented: “LeoVegas Group is proud to be entering into this partnership with Manchester City, and excited to be able to offer our customers unique experiences with the club.

“Manchester City is a colossal in the sport, with the same leading mentality as LeoVegas; this collaboration is an opportunity for LeoVegas to build further brand awareness to support our global growth.”

Under the agreement, LeoVegas customers will also have the chance to win match-day experiences at the Etihad Stadium.

LeoVegas CEO Gustaf Hagman: “Manchester City is a colossal in the sport, with the same leading mentality as LeoVegas; this collaboration is an opportunity to build brand awareness to support our global growth.”

Dina Ahmad, vice president of global partnership sales at City Football Group, said: “Manchester City are pleased to welcome LeoVegas Group as our newest partner. We look forward to working together to bring fans and customers even closer to the club.

“Additionally, we are excited that this new partnership will also help spark further growth across Europe and Canada and allow us to continue reaching audiences around the world.”

The agreement comes at a time when sports sponsorships of gambling companies are under the microscope.

As part of the review of 2005 Gambling Act, the UK is discussing whether football sponsorships should be prohibited, or at least regulated, under tighter restrictions.

In July, the Premier League had toyed with the idea of self-regulation and asked clubs to back a three-year plan to phase out gambling front-of-shirt sponsorships to prevent a government-imposed ban.

However, a vote on the proposal was postponed after reform of the UK gambling sector was once again delayed due to the Tory leadership contest.

About the author

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Sonja Lindenberg

Sonja Lindenberg is an experienced editor and journalist, with a strong focus on business, finance, trade and investment. She holds a degree in business journalism and throughout the past two decades has covered companies and industries in various markets and for different media, including newspapers, news agencies, inflight magazines, country reports and trade publications. Sonja joined iGaming NEXT in June 2022.

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