22BET has been named as the new African betting partner for French Ligue 1 champions Paris Saint Germain (PSG). The deal is set to cover the 2020/21 and 2021/22 seasons of Ligue 1 football in France. The deal between the French Champions and 22BET was facilitated by Sportstradar, capitalising on the PSG’s popularity throughout Africa.

Sportstradar Global Sponsorship Director Hampus Lofkvist was delighted with the partnership announcement. “This is a significant strategic move to tap into the popularity of PSG in Africa. Through one marquee partnership, the use of digital and virtual advertising technology, 22BET will benefit from exposure and engagement opportunities with fans in some 30 plus countries,” Lofkvist said.

“We congratulate our client on their official partnership with Paris Saint-Germain. This is a great fit between two ambitious brands who share exciting plans for the future. We look forward to supporting 22BET leverage this opportunity and achieve growth throughout a continent that has a deep passion for football,” he added.

Paris Saint-Germain Chief Partnerships Officer Marc Armstrong was quick to praise the partnership in a statement to the media: