Sportium teams up with Manchester City to expand its Latin American footprint

October 5, 2022

The company has a long history of soccer partnerships throughout the region.

Manchester City and Sportium have formed a new regional partnership. Under the terms of the agreement, Sportium will represent Manchester City as its official betting partner in Latin America.

Both companies will work to develop co-branded content for the region’s customers, as well as maintain branding representation at Etihad Stadium across both in-stadia and digital assets.

Sportium is no stranger to the Latin American scene. The company has been present in the country’s sports market through a series of global partnerships. For more than seven seasons, Sportium has sponsored LaLiga by recruiting high-profile athletes to serve as brand ambassadors.

Sportium Chief Executive Officer Alberto Eljarrat said he is excited about the company’s opportunity to work with Manchester City.

He commented: "Our brand has always been linked up to top competitions and major sports clubs. But this collaboration with Manchester City, implies a new step forward for Sportium in our internationalization journey.

“We feel we share great values with the club, such as effort, integrity and teamwork, and we aim to bring these values to those Spanish speaking geographies where we are present with our unique omnichannel entertainment offering.”

City Football Group Vice President, Global Partnership Sales, Dina Ahmad, echoed Eljarrat’s sentiments. Ahmad added that partnering with Sportium could potentially expand the company’s fanbase by reaching new fans throughout the region.

Ahmad said: “We are pleased to welcome Sportium as a new regional partner of Manchester City today.

“The new partnership not only allows us build on our growth and reach new audiences in Latin America but bring them closer to the club through unique content and experiences and we look forward to working with Sportium to achieve this.”


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