Premier Bet scores regional Africa deal with AC Milan

Under the deal, the length of which was not disclosed, Premier Bet will serve as the official betting partner of AC Milan in Africa.

The partnership will commence with a new multi-media, multi-market advertising campaign to coincide with the launch of the new season.

The 2021-22 Serie A season is due to kick off on 22 August, with AC Milan beginning the new campaign with a match against Sampdoria. 

“Working with this fantastic brand will give us the opportunity to enhance our presence in a key market, such as the African continent,” AC Milan’s chief revenue officer Casper Stylsvig said.

“We are aware of AC Milan’s popularity in the region, which has been built over the years also thanks to some fantastic African players that have played for the club and can’t wait to do more in the region to connect our brand to its African fanbase.”

Christopher Coyne, chief executive of GOAT Interactive, the business behind Premier Bet, added: “As Premier Bet looks to strengthen its position across key markets as well as enter new ones, we want this partnership with AC Milan to help us create brand fame and cut-through, as well as providing their millions of Africa-based fans with new and exciting ways to experience Premier Bet.”