LeoVegas Becomes Man City’s Official Betting Partner

Deal will see LeoVegas as the club's partner in Europe and Canada

by - Friday, September 9th, 2022 7:49

LeoVegas Group and Premier League Champions Manchester City have announced a new partnership agreement that sees LeoVegas Group named as the Club’s Official Betting Partner in Europe and Canada.

The deal will see LeoVegas create cobranded content involving both the men’s and women’s first teams while LeoVegas branding will now feature in the Etihad Stadium and on the men’s training kit sleeve for the current season.

Gustaf Hagman, CEO of LeoVegas Group, said:

“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.”

Dina Ahmad, Vice President, Global Partnership Sales, City Football Group, added:

“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 partnership agreement comes despite the impending UK Gambling reform white paper which is expected to place restrictions on betting advertising in English football but not an outright ban on shirt sponsorships.

LeoVegas Group has also announced that its application for de-listing was approved by Nasdaq Stockholm. As a result, the last day of trading will be September 22nd. The move comes following a takeover by MGM Resorts International.

Olivia Richardson

Olivia has worked as an editor and writer for major brands across multiple niches. She now focuses on the iGaming and sports betting industries.