SportyBet becomes the new official betting partner of LaLiga across Africa. (Photo by Ion Alcoba Beitia/Getty Images)

Spanish soccer’s LaLiga has unveiled pan-African betting company SportyBet as a new regional sponsor.

Through a multi-year partnership, SportyBet becomes the new official betting partner of the league across Africa. 

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As part of the deal, SportyBet will gain prominent exposure during LaLiga match broadcasts, with advertising billboards and cam carpets displaying the brand around the stadiums.

The betting firm’s presence will be especially noticeable during matches where Real Madrid, Barcelona, and Atlético Madrid play as the visiting team.

Additionally, SportyBet will provide exclusive access to LaLiga content through its platform and social media channels.

The partnership will also see the two parties collaborate on a range of promotional activities across multiple African territories.

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Jorge de la Vega, executive general manager of LaLiga, said: “Partnering with SportyBet is an exciting milestone for LaLiga as we continue to expand our global footprint, particularly in Africa.

“Together with SportyBet, we aim to create new opportunities for engagement.”

The deal with LaLiga enhances SportyBet’s soccer presence as it has teamed up with Spanish giants Real Madrid and English Premier League champions Manchester City in recent years.