Since its launch in 2018, SportyBet has now expanded its operations across multiple African regions, including Nigeria, Ghana, Tanzania, and Uganda.
This online betting company has also signed partnership deals with Real Madrid and the English Premier League champions Manchester City. Africa is the fastest-growing region in the world in terms of total gaming revenue.
For LaLiga, this agreement strengthens its regional betting partner lineup, which includes deals with Asia's M88 and South America's RushBet.
"This partnership represents a powerful combination between SportyBet's leadership in the African market and LaLiga's huge potential to expand its footprint on the continent," said Elías Gallego, Vice President of Media, Marketing, and Business Development at SportyBet.
"By leveraging our deep understanding of the African audience, we are confident in jointly enhancing the fan experience, igniting passion for football, and driving unprecedented growth for LaLiga and SportyBet in this vibrant region."
LaLiga's Managing Director Jorge de la Vega added: "Partnering with SportyBet is an exciting milestone for LaLiga as we continue to expand our global footprint, especially in Africa. This collaboration not only brings LaLiga closer to millions of passionate football fans across the continent but also highlights our commitment to delivering world-class football experiences to diverse audiences.
"Together with SportyBet, our goal is to create new engagement opportunities, inspire the next generation of football fans, and celebrate our shared love for the beautiful game."
