LeoVegas Group partners with Manchester City

September 9, 2022

The group will become the club's official betting partner in Canada and Europe.

Coming on the heels of being purchased by MGM Resorts International, LeoVegas has now announced a partnership with Manchester City to become the club's official sports betting partner in Canada and Europe.

Co-branded content between LeoVegas and Manchester City for the men’s and women’s first team is part of the agreement along with matchday experiences for LeoVegas users. 

LeoVegas branding will be featured across in-stadia assets at the Etihad Stadium and Academy Stadium, along with appearing on the men’s first team training kit sleeve for the 2022/23 season.

City Football Group VP of Global Partnership Sales Dina Ahmad said: "Manchester City is 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."

LeoVegas Group CEO Gustaf Hagman commented: "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 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."

MGM Resorts purchased LeoVegas in late August for a total tender value of approximately $607m. 

The company was originally founded in 2011 by Gustaf Hagman and Robin Ramm-Ericson as an online gaming company with licenses in eight jurisdictions.



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