The English football club, Chelsea FC and the online bookmaker MSport reached an agreement this Friday (16). The partnership has the ambition to increase both parties’ presence in the African market as they seek to increase engagement among consumers in the region.
Chelsea has a good history with the African continent
The five-time Premier League champions have a rich history in Africa, with one of their greatest players, Didier Drogba, hailing from Ivory Coast. The partnership aims to further strengthen this bond and connect Chelsea FC with its vast fan base across the continent.
Casper Stylsvig, Chief Revenue Officer at Chelsea FC, commented: “We are delighted to partner with MSport in their commitment to delivering exceptional experiences and driving innovation.”
“Africa continues to be an important region for the club, supported by our large number of committed and passionate fans. This partnership highlights our shared ambition to expand our legacy in the African region and provide fans with an engaging and immersive experience.”
MSport detailed its focus on bringing a unique interface to its African player base, with a strong presence in countries such as Nigeria and Ghana.
Adrian Cheka, director of sports betting at MSport, added: “We are excited to announce this new partnership with Chelsea FC. This collaboration goes beyond business; it’s about celebrating and strengthening the natural bond between two winning entities.
“Chelsea FC has a rich history with African players and fans. Together, we aim to push boundaries and establish new standards of excellence in the African market.”
Bookmakers sponsor more than half of English teams
Gambling operators now represent more than half of English Premier League front-of-shirt sponsors. As such, 11 Premier League teams now feature betting sponsorship on the front of players’ shirts.
Therefore, Chelsea join AFC Bournemouth, Aston Villa, Brentford, Crystal Palace, Everton, Fulham, Leicester, Nottingham Forest, Southampton, West Ham and Wolves who will have gambling markings on their shirts during the 2024-25 season.