Italian club AC Milan has chosen the Premier Bet brand as its official betting partner in Africa. As an “exciting new partnership” for both parties, the collaboration will allow the Italian giant to expand its presence on the African continent, which already has a vast fan base.

The deal will offer supporters the opportunity to win exciting prizes, access unique content and cash opportunities.

GOAT Interactive CEO Christopher Coyne commented: “AC Milan is a football benchmark. Their success, both nationally and internationally, over a long period of time, is quite phenomenal, while their way of playing has always been a inspiration”.

“As Premier Bet seeks to strengthen its position in key markets as well as entering new markets, we want this partnership with AC Milan to help us increase brand visibility as well as provide its millions of supporters in Africa with new and exciting ways to experience Premier Bet. We are so excited!” concluded Coyne.


The partnership will contribute to Premier Bet’s ambition to become the number one online operator across Africa, with the brand already trading in 16 markets across Africa, followed by plans to extend its presence into other African markets.

The new partnership will start with a new multimedia advertising campaign aimed at the start of the 2021/22 season.

“We are delighted to welcome Premier Bet into our family of partners,” said Casper Stylsvig, Director of AC Milan. “Working with this fantastic brand will give us the opportunity to increase 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 who have played for the club; we can’t wait to connect even more with an African fan base,” concluded Stylsvig.