AC Milan & Premier Bet announce ‘new and exciting partnership’ in Africa

AC Milan and Premier Bet have signed an agreement that will see the iGaming company become the Official Betting Partner of the football club in Africa.

The partnership will kick off with a new multi-media, multi-market advertising campaign to coincide with the launch of the 2021/2022 football season.

The "new and exciting partnership" between the brands was described by AC Milan as offering an opportunity to expand its presence in the African continent, where it already has a vast Rossoneri fanbase, by allowing fans to get closer to the club with the opportunity to win prizes, access content and "money-can't-buy experiences".

The partnership is expected to form a central pillar in Premier Bet's ambition to become the number one operator across Africa in the coming years.

Casper Stylsvig, AC Milan chief revenue officer commented: "We are delighted to welcome Premier Bet to our family of partners. Working with this fantastic brand will give us the opportunity to enhance our presence in a key market such as the African continent.

"We are aware of AC Milan's popularity in the region, which has been built over the years 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".

On the part of Premier Bet, GOAT Interactive CEO Christopher Coyne said: "AC Milan are footballing aristocracy. Their success, both at a domestic and international level, over a long period of time, is quite phenomenal whilst their way of playing the game has always been an inspiration.

"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. We're very excited!"