Paris Saint-Germain has named 22BET as its first Official African Betting Partner after the two signed a new sponsorship agreement.

Under the terms of the agreement, 2BET will benefit from the implementation of Digital Overlay technology at the Parc des Princes – which uses geo-localised adverts on LED screens around the pitch by adapting messages to the broadcaster’s audience.

“We are delighted to welcome 22BET to the Paris Saint-Germain family, as the club’s first ever Official African Betting Partner,” commented Paris Saint-Germain Chief Partnerships Officer Marc Armstrong.

“We believe that 22BET will be an ideal partner for the club, and together we will be able to reach and further engage with our fast-growing fan base in Africa. The unique appeal of the Paris Saint-Germain in the region makes it the perfect platform for 22BET to grow its brand. The partnership is a testament to the club’s long-term commitment to Africa.”

The partnership was facilitated by Sportradar’s ad:s division which delivers marketing solutions for betting companies through ‘digital, programmatic and sponsorship services’. It is expected that the new deal will bring additional brand exposure for 22BET as well as exclusive marketing rights for its users.

Hampus Lofkvist, Sportradar’s Director, Global Sponsorship Sales, added: “This is a significant strategic move to tap into the popularity of PSG in Africa. Through one marquee partnership, the use of digital and virtual advertising technology, 22BET will benefit from exposure and engagement opportunities with fans in some 30 plus countries.

“We congratulate our client on their official partnership with Paris Saint-Germain. This is a great fit between two ambitious brands who share exciting plans for the future. We look forward to supporting 22BET leverage this opportunity and achieve growth throughout a continent that has a deep passion for football.”

In addition, 22BET will offer ‘club legend meet-and-greet session’ as well as VIP seats for home matches. This will be complemented by unique experiences for 22BET clients and employees, as well as branding across the club’s platforms to promote special offers from the operator.

Olatunji Idowu, director of 22BET Africa, concluded: “We are thrilled to announce our partnership with one of the most premium and sought-after sport brands in the world, which combines on-pitch success with innovation off the pitch. The fast-growing presence of the club worldwide will help us further promote our brand in the African region.

“Like Paris Saint-Germain who works hard as a club to innovate to give the best experiences to its fans, we are providing the best gaming experience to our users. Our two organizations are in search of excellence and leadership in their field. So this partnership is a perfect match.”