Bookmaker SportPesa has been confirmed as the official African betting partner of La Liga, the organising body of Spanish soccer’s top two leagues.
The initial three-year agreement is designed to increase La Liga’s presence in the continent and increase its interaction with its African fans. According to a La Liga press release, ‘over three quarters of the population [in Africa] are interested in soccer’.
The financial terms of the deal have not been released.
"This is a very important agreement for LaLiga, as this further solidifies our commitment to the African continent,” said Adolfo Bara, La Liga’s commercial and marketing general manager. “La Liga is the best league in the world and this agreement with SportPesa is an indication of us joining forces with a dominant African company that shares the same vision.”
La Liga has been expanding its international strategy recently, opening offices in the US, the Middle East and Africa. In addition, it has entered into a strategic partnership with Saudi Arabian marketing and management firm Sela Sport to promote itself in the MENA region.