SportPesa links up with ‘Football Manager’

African online sports betting firm SportPesa has entered into a partnership with the ‘Football Manager’ video games series.

Under the five-year deal, SportPesa will serve as an official partner of the series and receive in-game branding during match simulations.

SportPesa will also work with Sports Interactive, the company behind Football Manager, on co-branded joint social media campaigns.

The betting brand already has a number of football-focused commercial deals in place, including a shirt sponsorship agreement with English Premier League team Everton.

Shaun Simmonds, head of marketing at SportPesa, said: “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.”

Related article: Sportpesa finalises shirt sponsorship deal with Everton