Kenyan bookmaker SportPesa links up with Football Manager

  • SportPesa signs a five-year deal to be an official partner of the Sports Interactive game
  • The company also has links with Everton, Arsenal and the Spanish football league

Ambitious Kenyan sports betting company SportPesa has signed up for a five-year deal as an official partner for the best-selling Football Manager game.

Under the terms of the deal, SportPesa will benefit from in-game advertising during the match simulations featured as part of the game, and SportPesa will make use of jointly-branded content in its social media channel campaigns.

Discussing the announcement of the partnership, SportPesa’s Head of Marketing, Shaun Simmonds said that the company was keen to be involved with the iconic football game:

“We’re thrilled to finalise this partnership with Football Manager, the game is rightfully adored by thousands of football fans all over the world and is recognised as a footballing institution.”

Sponsorship portfolio

The partnership with Football Manager’s developers Sports Interactive is not the first football link that SportPesa have forged. Their sponsorship portfolio also includes deals with Everton, Arsenal and La Liga, the top flight of Spanish football.

In explaining why the company had been attracted by a partnership involving the Football Manager name, Simmonds emphasized what he felt the two brands had in common:

“We have a number of shared values with Sports Interactive – a passion for innovation, a duty for social responsibility and a deep love of football for starters.”

He also spoke about the work that Sports Interactive had done with a number of charities including War Child and expressed the hope that they would be able to work together on similar community charity ventures, and that the partnership would also help SportPesa to continue to grow its brand recognition around the world.

The Studio Director for Sports Interactive, Miles Jacobson, said that his company had been impressed by SportPesa’s innovative approach and their charitable work:

“We have also been particularly struck by their commitment to social responsibility, where they’re clearly a market leader in their sector. We look forward to working closely with them for many years to come.”Miles Jacobson

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