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LeoVegas enters sports betting partnership with Manchester City FC

September 9, 2022 Europe Industry Updates

LeoVegas has entered into a partnership with Premier League football team Manchester City.

The operator will become the team’s betting partner in Europe and Canada.

Per the agreement, LeoVegas’ brand will feature on the first team’s training kit and across in-stadia assets, including at the Etihad Stadium.

The MGM Resorts-owned operator says its partnership with the football club will strengthen its offering and visibility to those that follow the sport.

The partnership will also give LeoVegas customers the chance to win matchday experiences.

Co-branded content is also part of the deal, with joint merchandise being released for both Manchester City’s men’s and women’s first teams.

LeoVegas CEO Gustaf Hagman said: “LeoVegas 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 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.”

City Football Group VP of Global Partnership Sales Dina Ahmad added: “Manchester City is pleased to welcome LeoVegas 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.”

Recently, LeoVegas was hit with a £1.2m ($1.4m) fine for regulation failures relating to social responsibility and anti-money laundering.

The operator was also handed an official warning and is set to become subject to an audit.

Source: https://www.gamblinginsider.com/news/18070/leovegas-enters-sports-betting-partnership-with-manchester-city-fc
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