English Premier League football club Manchester City announced Tuesday a new regional partnership with operator Sportium, which will now become the club's Official Betting Partner in Latin America. The partnership represents Sportium’s first with a Premier League club.
Sportium is a sports betting company in Spain that has "a long history of partnerships in the world of sports," sponsoring the Spanish football league LaLiga for more than seven seasons and "engaging high-profile players as brand ambassadors," according to a press release.
Throughout the partnership, Manchester City and Sportium will create co-branded content for customers in the region, in addition to the brand featuring across digital and in-stadia assets at the club's Etihad Stadium.
Dina Ahmad, Vice President, Global Partnership Sales, City Football Group, said: “We are pleased to welcome Sportium as a new regional partner of Manchester City today. The new partnership not only allows us to build on our growth and reach new audiences in Latin America but bring them closer to the club through unique content and experiences and we look forward to working with Sportium to achieve this."
Alberto Eljarrat, CEO of Sportium, added: "Our brand has always been linked up to top competitions and major sports clubs. But this collaboration with Manchester City, implies a new step forward for Sportium in our internationalization journey."
“We feel we share great values with the club, such as effort, integrity and teamwork, and we aim to bring these values to those Spanish-speaking geographies where we are present with our unique omnichannel entertainment offering," he concluded.
This is not the only partnership of its kind for Manchester City this year. Last month, the club entered into a new partnership with LeoVegas Group through which the online gambling operator will serve as the team’s official betting partner in Europe and Canada.
"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," Ahmad noted at the time.