AC Milan has designated iGaming brand Premier Bet as the Serie A club’s official betting partner in Africa.
Touted as a ‘new and exciting partnership’ by both parties, the collaboration will allow the Italian giants to expand its presence in the African continent, which already has a vast Rossoneri fanbase.
The agreement will present supporters with the opportunity to win exciting prizes, access unique content and money-can’t-buy experiences.
“We are delighted to welcome Premier Bet to our family of partners,” said Casper Stylsvig, AC Milan Chief Revenue Officer. “Working with this fantastic brand will give us the opportunity to enhance our presence in a key market, such as the African continent.
“We are aware of AC Milan’s popularity in the region, which has been built over the years also thanks to some fantastic African players that have played for the Club and can’t wait to do more in the region to connect our brand to its African fanbase.”
The partnership will form a central pillar in Premier Bet’s ambition to become the number one online operator across Africa, with the brand already trading in 16 markets in Africa, underlining plans to extend its footprint into other African markets.
The new partnership will kick off with a new multimedia, multi-market advertising campaign to coincide with the launch of the 2021/22 season.
CEO of GOAT Interactive, Christopher Coyne, added: “AC Milan are footballing aristocracy. Their success, both at a domestic and international level, over a long period of time, is quite phenomenal whilst their way of playing the game has always been an inspiration.
“As Premier Bet looks to strengthen its position across key markets as well as enter new ones, we want this partnership with AC Milan to help us create brand fame and cut-through, as well as providing their millions of Africa-based fans with new and exciting ways to experience Premier Bet. We’re very excited!”